Pengaruh Brand Ambassador dan Tagline Iklan terhadap Minat Beli Mie Instan Lemonilo dengan Brand Awareness sebagai Variabel Intervening

Anisa, Rr. Natasya Syafira Dwi (2025) Pengaruh Brand Ambassador dan Tagline Iklan terhadap Minat Beli Mie Instan Lemonilo dengan Brand Awareness sebagai Variabel Intervening. Undergraduate thesis, UPN Veteran Jawa Timur.

	Text (Cover) 19024010068.-cover.pdf Download (1MB)
	Text (BAB I) 19024010068.-bab1.pdf Download (1MB)
	Text (BAB II) 19024010068.-bab2.pdf Restricted to Repository staff only until 11 June 2027. Download (598kB)
	Text (BAB III) 19024010068.-bab3.pdf Restricted to Repository staff only until 11 June 2027. Download (747kB)
	Text (BAB IV) 19024010068.-bab4.pdf Restricted to Repository staff only until 11 June 2027. Download (953kB)
	Text (BAB V) 19024010068.-bab5.pdf Download (330kB)
	Text (DAFTAR PUSTAKA) 19024010068.-daftarpustaka.pdf Download (1MB)
	Text (LAMPIRAN) 19024010068.-lampiran.pdf Restricted to Repository staff only until 11 June 2027. Download (904kB)

Abstract

Lemonilo instant noodles is a newcomer instant noodle brand that competes with other instant noodle brands that have been present longer in the market. This is intended to maintain the market for the Lemonilo instant noodle brand. This quantitative research aims to find out how consumer characteristics and analyze the effect of brand ambassadors and advertising taglines on buying interest in Lemonilo instant noodles with brand awareness as an intervening variable. The research location was conducted at Super Indo in Sidoarjo. The sampling technique that applies is purposive sampling technique as many as 100 respondents who have consumed Lemonilo instant noodles. The data analysis technique uses Structural Equation Modeling Partial Least Square (SEM-PLS) with the help of SmartPLS 4.0 software. The results of this study indicate that there is an indirect effect of brand ambassador (X1) which has a positive and significant effect on purchase intention (Y1) mediated by brand awareness (Z1). Likewise, advertising taglines (X2) have a positive and significant effect on purchase intention (Y1) mediated by brand awareness (Z1).

Item Type:

Thesis (Undergraduate)

Contributors:

Contribution	Contributors	NIDN/NIDK	Email
Thesis advisor	Mubarokah, Mubarokah	196211141988032001	mubarokah@upnjatim.ac.id
Thesis advisor	Wijayati, Prasmita Dian	20219920812235	prasmita.dian.agribis@upnjatim.ac.id

Subjects:

S Agriculture > S Agriculture (General)

Divisions:

Faculty of Agriculture > Departement of Agribusiness

Depositing User:

Rr. Natasya Syafira Dwi Anisa

Date Deposited:

11 Jun 2025 08:06

Last Modified:

11 Jun 2025 08:06

URI:

https://repository.upnjatim.ac.id/id/eprint/37330