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All Journal Jurnal Ilmu Sosial dan Humaniora Tuturlogi: Journal of Southeast Asian Communication
Muchtar, Moch. Shobastian Mahendra
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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.   
Does Gastronomy Tourism Experiences Matter? Understanding Malang's Domestic Tourist Future Behavior Prasetyo, Bambang Dwi; Pramesthi, Hanum Kanthi; Muchtar, Moch. Shobastian Mahendra
Jurnal Ilmu Sosial dan Humaniora Vol 13 No 3 (2024)
Publisher : Universitas Pendidikan Ganesha

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23887/jish.v13i3.80309

Abstract

This research seeks to examine how gastronomic tourism, particularly through Bakso, affects tourist satisfaction, intention to return, and recommendations to others in Malang City. The study employs Partial Least Squares Structural Equation Modeling (PLS SEM) and includes a sample of 109 respondents. Data was collected via questionnaires distributed in January 2024. PLS SEM helps identify three key variables: Gastronomy Tourism Experience, Tourist Satisfaction, and Future Behavior, represented by 37 questionnaire items. Findings indicate that Bakso-based gastronomic tourism significantly enhances tourist satisfaction, their likelihood of returning, and their propensity to recommend Malang City. This underscores the strategic importance of local food culture in tourism development and suggests that local governments should prioritize enhancing the tourist experience and food tourism infrastructure. The study lays the groundwork for further exploration of Malang City's gastronomic tourism potential.
Co-Authors Bambang Dwi Prasetyo Fitriani, Adjeng Dwi Pramesthi, Hanum Kanthi