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All Journal Jurnal Mahasiswa: Jurnal Ilmiah Penalaran dan Penelitian Mahasiswa
Erna Nuzulul Wakhid
STIE STEKOM KARTASURA
Computer Science & IT Economics, Econometrics & Finance Engineering Social Sciences

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PENGARUH CELEBRITY ENDORSER DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN MIE LEMONILO OLEH GENERSI Z DI ARMY EVENT SOLO Erna Nuzulul Wakhid; Kusna Djati Purnama
Jurnal Mahasiswa: Jurnal Ilmiah Penalaran dan Penelitian Mahasiswa Vol. 6 No. 2 (2024): Juni: Jurnal Mahasiswa: Jurnal Ilmiah Penalaran dan Penelitian Mahasiswa
Publisher : Universitas Sains dan Teknologi Komputer

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51903/jurnalmahasiswa.v6i2.765

Abstract

Instant noodles are one of the fast food items favored by the public due to their delicious taste, convenience, and quick preparation at an economical price. This research aims to examine and determine the influence of brand image, Korean wave, and brand ambassador on the purchasing decisions of Lemonilo's NCT Dream edition noodles. The research method used is quantitative. Data collection in this study is done through observation and questionnaires. The data analysis method employed includes validity testing, reliability testing, and multiple linear regression analysis. Data collection techniques involve primary data in the form of Likert scale questionnaires and secondary data from literature and previous research. Data analysis is performed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with the assistance of the smartPLS application. The research results indicate that brand image, the Korean wave, fan loyalty, and brand ambassadors have a positive and significant impact on consumers' purchasing decisions for NCT Dream Lemonilo noodles.
PENGARUH CELEBRITY ENDORSER DAN BRAND IMAGE TERHADAP PEMBELIAN MIE LEMONILO OLEH FANS CLUB KPOP ARMY SOLO Erna Nuzulul Wakhid; Kusna Djati Punama
Jurnal Mahasiswa: Jurnal Ilmiah Penalaran dan Penelitian Mahasiswa Vol. 6 No. 3 (2024): September: Jurnal Mahasiswa: Jurnal Ilmiah Penalaran dan Penelitian Mahasiswa
Publisher : Universitas Sains dan Teknologi Komputer

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51903/3tavgj44

Abstract

This research aims to determine the influence of Celebrity Endorser and Brand Image on purchasing decisions. The research method employed is quantitative, with a sample size of 224 members from the K-Pop Army Solo fan club. Data collection is conducted through a questionnaire, and the sampling method utilizes the Slovin Formula with Accidental Sampling technique. Data analysis is performed using multiple linear regression analysis with the assistance of SPSS.The results of the research indicate that Celebrity Endorser and Brand Image have a significant positive influence on the purchasing decisions of Mie Lemonilo among K-Pop enthusiasts, particularly within the Army Solo fan club. The coefficient of determination is 44.3%, indicating that the variability in purchasing decisions can be explained by the tested regression model, while the remaining variance is influenced by other factors not included in this study.
Co-Authors Kusna Djati Punama Kusna Djati Purnama