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All Journal Jurnal Akuntansi, Manajemen dan Bisnis Digital Journal of Business, Management and Social Studies
Hasugian, Dedy Saputra
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences Other

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A Quantitative Analysis of Brand Ambassador Effectiveness: The Lemonilo and NCT Dream Case Sutrisno, Julius; Venesia , Eunike; Sena , Pieter; Hasugian, Dedy Saputra
Journal of Business, Management, and Social Studies Vol. 4 No. 1 (2024): Journal of Business, Management, and Social Studies
Publisher : APPS Publications

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53748/jbms.v4i1.86

Abstract

Objective This study aims to analyze the influence of NCT Dream as brand ambassadors on organic instant noodle Lemonilo buying decisions and intention to purchase Lemonilo, and to determine the effect of intention on purchasing decisions from Lemonilo. Methodology This research uses quantitative methods with a quantitative descriptive analysis approach. The type of research is explanatory research which aims to explain the relationship between research variables. The research samples were taken randomly from the population. Data collection was carried out through an online survey using Google Forms. Findings The findings demonstrated that Lemonilo buying decision is positively and significantly impacted by NCT Dream as brand ambassadors and consumers’ buying interest, and consumers’ buying interest is positively and significantly influenced by NCT Dream as brand ambassadors. Novelty The quantitative analysis of the influence of brand ambassador on buying decisions and purchase intention speficially for the Lemonilo brand is the novelty of the research.
Implementation Of Social Media Marketing Development For Adda Lantai To Increase Brand Awareness Hasugian, Dedy Saputra; Alvin, Alvin; Kembau, Agung Stevanus
Jurnal Akuntansi, Manajemen dan Bisnis Digital Vol 4 No 2 (2025): Juli
Publisher : LPPJPHKI Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/jambd.v4i2.8774

Abstract

The researcher took Adda Lantai as the object of research because Adda Lantai in developing its business did not maximize the use of social media marketing. With this problem, the researcher provided a social media marketing solution to increase Brand Awareness in optimizing posts on social media used on Adda Lantai. This study uses a qualitative method with interview and observation techniques. In order to facilitate Adda Lantai to develop its Social Media marketing, the researcher used a previously designed Content Plan in designing the creation of existing content both on Instagram and on Tiktok. The researcher also used Instagram Advertising and Tiktok Advertising tools to increase Brand Awareness in terms of posts. The results of this study indicate that Adda Lantai needs to develop its Social Media Marketing consistently to increase Brand Awareness and also use Instagram Advertising and Tiktok Advertising in order to reach more audiences from Adda Lantai. In conclusion, to increase Brand Awareness, Adda Lantai is advised to focus more on developing Social Media Marketing, especially in terms of its posts so that in the future more audiences will recognize Adda Lantai.
Co-Authors Alvin Alvin, Alvin Julius Sutrisno Kembau, Agung Stevanus Sena , Pieter Venesia , Eunike