Pengaruh brand ambassador (NCT DREAM), brand image & brand trust terhadap minat beli mi instan Lemonilo = The influence of brand ambassador (NCT DREAM), brand image & brand trust on interest in buying Lemonilo instant noodles

Poesponagoro, Jasmine (2024) Pengaruh brand ambassador (NCT DREAM), brand image & brand trust terhadap minat beli mi instan Lemonilo = The influence of brand ambassador (NCT DREAM), brand image & brand trust on interest in buying Lemonilo instant noodles. Bachelor thesis, Universitas Pelita Harapan.

Preview	Text (Title) Title.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (117kB) | Preview
Preview	Text (Abstract) Abstract.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (315kB) | Preview
Preview	Text (ToC) ToC.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (325kB) | Preview
Preview	Text (Chapter1) Chapter1.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (289kB) | Preview
	Text (Chapter2) Chapter2.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (465kB)
	Text (Chapter3) Chapter3.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (334kB)
	Text (Chapter4) Chapter4.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (465kB)
	Text (Chapter5) Chapter5.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (260kB)
Preview	Text (Bibliography) Bibliography.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (234kB) | Preview
	Text (Appendices) Appendices.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (3MB)

Abstract

Peningkatan konsumsi mi instan yang terus meningkat, membuka peluang bagi produsen mi instan baru. Mi instan yang dikonsumsi dalam jangka waktu yang lama akan menimbulkan dampak yang tidak baik bagi kesehatan, hal ini dapat menjadi peluang untuk menghadirkan mi instan sehat. Banyaknya variasi mi instan lainnya yang sudah ada. Mengharuskan produsen mi instan sehat untuk dapat menarik perhatian para masyarakat dengan menggunakan strategi komunikasi pemasaran yang tepat. Penelitian ini bertujuan untuk mengetahui pengaruh brand ambassador (NCT Dream), brand image dan brand trust terhadap minat beli mi instan Lemonilo. Penelitian ini menggunakan metode penelitian kuantitatif, dengan data primer yang didapat melalui kuesioner online. Populasi dalam penelitian ini adalah Generasi Z (11-26) dan Generasi Millennials (27-42). Teknik pengambilan sampel yang digunakan yaitu purposive sampling, dengan kriteria sampel Generasi Z (11- 26) dan Generasi Millennials (27-42) yang mengetahui produk mi instan Lemonilo, NCT Dream, dan Lemonilo x NCT Dream. Jumlah sampel dalam penelitian ini sebanyak 270 responden. Penelitian ini menggunakan SmartPLS 3.0 sebagai alat penganalisis data. Hasil penelitian mengindikasikan bahwa brand ambassador (NCT Dream), brand image dan brand trust memiliki pengaruh positif terhadap minat beli Mi instan Lemonilo. / The increasing consumption of instant noodles continues to increase, opening up opportunities for new instant noodle producers. Instant noodles consumed over a long period of time will have a bad impact on health, can be an opportunity to provide healthy instant noodles. There’re many other variations of instant noodles that already exist. Requires healthy instant noodle producers to be able to attract the attention of the public by using appropriate marketing communication strategies. This research aims to determine the influence of brand ambassador (NCT Dream), brand image and brand trust on interest in buying Lemonilo instant noodles. This research uses quantitative research methods, with primary data from online questionnaires. The population in this study is Generation Z (11-26) and Millennials Generation (27-42). The sampling technique used was purposive sampling, with the sample criteria being Generation Z (11-26) and Millennials Generation (27-42) who knew the instant noodle products Lemonilo, NCT Dream, and Lemonilo x NCT Dream. The number of samples in this study was 270 respondents. This research uses SmartPLS 3.0 as a data analysis tool. The research results indicate that brand ambassador (NCT Dream), brand image and brand trust have a positive influence on buying interest in Lemonilo instant noodles.

Actions (login required)

View Item