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All Journal Tuturlogi: Journal of Southeast Asian Communication
Fitriani, Adjeng Dwi
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Arts Humanities Languange, Linguistic, Communication & Media Social Sciences

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K-Pop Idols’ Marketing Magic: Boosting Healthy Product Purchases through Brand Ambassador Fitriani, Adjeng Dwi; Pramesthi, Hanum Kanthi; Prasetyo, Bambang Dwi; Muchtar, Moch. Shobastian Mahendra
Tuturlogi: Journal of Southeast Asian Communication Vol 5, No 2 (2024): Tuturlogi: Journal of Southeast Asian Communication
Publisher : Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.tuturlogi.2024.005.02.5

Abstract

This study aims to determine how the influence of K-Pop idol NCT Dream as a brand ambassador on purchasing decisions for Lemonilo instant noodle products. The population in this study were followers of the @NCTDreamINA Twitter account and used purposive sampling by distributing questionnaires to 100 respondents with the criteria of citizens aged 15-25 years, NCT Dream fans who have purchased Lemonilo x NCT Dream instant noodle products, and followers of the @NCTDreamINA Twitter account. The results of this study prove that the NCT Dream brand ambassador has a significant or positive influence on purchasing decisions on Lemonilo instant noodle products. When associated with ELM theory, persuasive communication carried out by Lemonilo is a peripheral route, namely displaying various interactive content and promotion of Lemonilo advertisements on social media by showing NCT Dream as a brand ambassador.   
Co-Authors Bambang Dwi Prasetyo Muchtar, Moch. Shobastian Mahendra Pramesthi, Hanum Kanthi