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All Journal Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship
Octavian, Pingky
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Economics, Econometrics & Finance

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Pengaruh Brand Ambassador NCT Dream, E-WOM, dan Brand Image terhadap Purchase Intention pada Produk Mie Instan Lemonilo Lukitaningsih, Ambar; Cahya, Agus Dwi; Octavian, Pingky
Jurnal Maksipreneur Vol 13 No 2 (2024)
Publisher : Universitas Proklamasi 45

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30588/jmp.v13i2.1708

Abstract

This research aims to determine the influence of the NCT Dream Ambassador brand, e-WOM, Brand image on Purchase Interest. This research uses four variables, namely brand ambassador, e-WOM, and brand image as independent variables, and purchase intention as the dependent variable. The population in this research are K-pop fans who live in the Special Region of Yogyakarta who are familiar with Lemonilo instant noodle products, with a sample of 100 respondents. The sampling method uses purposive sampling with data collection using a questionnaire. The research results show that the Ambassador brand, e-WOM, and Brand Image together (simultaneously) have a significant effect on intention to buy Lemonilo instant noodle products, the Ambassador brand does not have a significant effect on the intention to buy Lemonilo instant noodle products, e-WOM has a significant effect on Lemonilo instant noodle products, and brand image have a significant effect on purchase intentions for Lemonilo instant noodle products.
Co-Authors Agus Dwi Cahya Ambar Lukitaningsih