PENGARUH BRAND IMAGE DAN BRAND AMBASSADOR KPOP NCT DREAM TERHADAP KEPUTUSAN PEMBELIAN PRODUK MIE LEMONILO (STUDI PADA PENGGEMAR BOYGRUP NCT DREAM DI BANJARBARU)

Rahayu, Eka Putri (2025) PENGARUH BRAND IMAGE DAN BRAND AMBASSADOR KPOP NCT DREAM TERHADAP KEPUTUSAN PEMBELIAN PRODUK MIE LEMONILO (STUDI PADA PENGGEMAR BOYGRUP NCT DREAM DI BANJARBARU). Diploma thesis, UNIVERSITAS ISLAM KALIMANTAN MAB BANJARMASIN.

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Abstract

ABSTRAK Eka Putri Rahayu, 2024, Pengaruh Brand Image dan Brand Ambassador Kpop NCT Dream Terhadap Keputusan Pembeliaan Produk Mie Lemonilo (Studi Pada Penggemar Boygrup Korea NCT Dream di Banjarbaru), Pembimbing I : H Mohammad Zainul, pembimbing II : Teguh Wicaksono Penelitian ini bertujuan untuk menguji : (1) Brand Image berpengaruh terhadap keputusan pembeliaan produk mie lemonilo pada penggemar boygrup korea nct dream di Banjarbaru, (2) Brand Ambassdor berpengaruh terhadap keputusan pembeliaan produk mie lemonilo pada penggemar boygrup korea nct dream di Banjarbaru dan (3) Brand Image dan Brand Ambassador berpengaruh terhadap keputusan pembeliaan produk mie lemonilo pada penggemar boygrup korea nct dream di banjarbaru. Rancangan penelitian ini adalah penelitian kuantitatif dan merupakan penelitian survey. Populasi penelitian seluruh jumlah penduduk banjarbaru dan sampel sebesar 100 responden dengan analisis data Regrensi Linier Berganda. Hasil penelitian menunjukan 1) Brand Image berpengaruh signifikan terhadap keputusan pembeliaan produk mie lemonilo pada penggemar boygrup korea nct dream, Lemonilo sudah memiliki citra merek yang positif dimasyarakat, karena lemonilo sendiri memiliki ciri khas mie yang berbeda dari produk mie instan lainnya, yaitu bahan bahan mie instans yang terbuat dari bahan bahan alami sayur sayuran, 2) Brand Ambassador tidak berpengaruh dan signifikan terhadap keputusan pembeliaan produk mie lemonilo pada penggemar boygrup korea nct dream, karena ketidak sesuanai artis tersebut untuk dijadikan Brand Ambassador terhadap produk tersebut, dan kurang nya penyampaian infirmasi terhadap produk. dan 3) Brand Image dan Brand Ambassador berpengaruh signifikan terhadap keputusan pembeliaan produk mie lemonilo pada penggemar boygrup korea nct dream di banjarbaru. Hal tersebut karena lemonilo sudah mendapat hasil positif dimasyarakat dan dukung oleh artis brand ambassador yang cukup terkenal yaitu artis internasional dari korea selatan yang membuat produk tersebut cukup diminati dimasyarakat. Kata Kunci : Brand Image, Brand Ambassador , Keputusan Pembeliaan ABSTRACT Eka Putri Rahayu, 2024, The Influence of Brand Image and Kpop Brand Ambassador NCT Dream on Purchasing Decisions for Lemonilo noodle products (study of fans of the Korean boy group NCT Dream in Banjarbaru), Mentor I : H. Mohammad Zainul, Mentor II : Teguh Wicaksono This research aims to test: (1) Brand Image influences the decision to purchase Lemonilo noodle products among fans of the Korean boy group NCT Dream in Banjarbaru, (2) Brand Ambassador influences the decision to purchase Lemonilo noodle products among Korean boy group NCT Dream fans in Banjarbaru and (3) ) Brand Image and Brand Ambassador influence the decision to purchase Lemonilo noodle products among fans of the Korean boy group NCT Dream in Banjarbaru. This research design is quantitative research and is survey research. The research population was the entire population of Banjarbaru and the sample was 100 respondents using Multiple Linear Regression data analysis. The results of the research show 1) Brand Image has a significant influence on the decision to purchase Lemonilo noodle products among fans of the Korean boy group NCT Dream. Lemonilo already has a positive brand image in society, because Lemonilo itself has unique noodle characteristics that are different from other instant noodle products, namely the noodle ingredients. instant made from natural vegetables, 2) Brand Ambassador does not have a significant influence on the decision to purchase Lemonilo noodle products among fans of the Korean boy group NCT Dream, because the artist is not suitable to be used as Brand Ambassador for the product, and the lack of information regarding product. and 3) Brand Image and Brand Ambassador have a significant influence on the decision to purchase Lemonilo noodle products among fans of the Korean boy group NCT Dream in Banjarbaru. This is because Lemonilo has received positive results in the community and is supported by a well- known brand ambassador, namely an international artist from South Korea, which makes this product quite popular in the community. Keywords: Brand Image, Brand Ambassador, Purchasing Decision

Item Type: Thesis (Diploma)
Uncontrolled Keywords: Kata Kunci : Brand Image, Brand Ambassador , Keputusan Pembeliaan
Subjects: H Social Sciences > HC Economic History and Conditions
Depositing User: Eka Putri Rahayu
Date Deposited: 06 May 2025 05:04
Last Modified: 06 May 2025 05:04
URI: http://eprints.uniska-bjm.ac.id/id/eprint/29081

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