Pengaruh Brand Ambassador NCT Dream, E-WOM, dan Brand Image terhadap Purchase Intention pada Produk Mie Instan Lemonilo

Ambar Lukitaningsih(1*), Agus Dwi Cahya(2), Pingky Octavian(3),

(1) Universitas Sarjanawiyata Tamansiswa, Yogyakarta, Yogyakarta Special Region,
(2) Universitas Sarjanawiyata Tamansiswa, Yogyakarta, Yogyakarta Special Region,
(3) Universitas Sarjanawiyata Tamansiswa, Yogyakarta, Yogyakarta Special Region,
(*) Corresponding Author

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.

Keywords


Brand ambassador; E-WOM; Brand image; Purchase intention

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DOI: https://doi.org/10.30588/jmp.v13i2.1708

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