Pengaruh Brand Ambassador, Brand Image, dan Brand Awareness terhadap Purchase Decision Indomie Korean Ramyeon Series

Reni Anggraeni, Supriyono Supriyono

Abstract



Indonesia ranks second in the world as the country with the highest average consumption of instant noodles after China and Hong Kong. The large market share of instant noodles in Indonesia has triggered intense competition among instant noodle manufacturers. Various marketing strategies are employed to attract consumers, including leveraging the ongoing popularity of the Korean Wave in Indonesia. Indomie, with its new variant Indomie Korean Ramyeon Series, has collaborated with the Korean girl group idol NewJeans. This study aims to analyze the influence of brand ambassadors, brand image, and brand awareness on the purchase decision for Indomie Korean Ramyeon Series. The study population consists of consumers who have purchased the Indomie Korean Ramyeon Series. The sample comprises 100 respondents selected using purposive sampling, with data analysis conducted via multiple linear regression. The results indicate that brand ambassadors, brand image, and brand awareness have a positive and significant influence on purchase decisions.


Keywords


Brand Ambassador; Brand Image; Brand Awareness; Purchase Decision

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References


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DOI: https://doi.org/10.15408/jmeb.v1i1.47754

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