Pengaruh Brand Ambassador, Brand Image, dan Word of Mouth Terhadap Keputusan Pembelian Mie Instan pada Remaja
DOI:
https://doi.org/10.26740/jim.v10n4.p1227-1236Keywords:
brand ambassadors, brand image, green product, purchase decision, word of mouthAbstract
This study aims to examine and analyze the influence of brand ambassadors, brand image, and word of mouth on purchasing decisions. The population in this study were prospective consumers of Lemonilo products. The researchers took a sample of 75 respondents using a purposive sampling technique with the criteria of respondents being people who would make purchasing decisions for Lemonilo products. With the help of the SPSS version 26.0 program, the relationship between variables can be identified using multiple linear regression analysis. The results obtained from this study indicate that brand ambassadors has a positive regression coefficient value and significant on purchasing decisions, brand image has positive regression coefficient value and significant on purchasing decisions, and word of mouth has a positive regression coefficient value and significant on purchasing decisions.
References
Ananda. 2022 https://www.gramedia.com/best-seller/bahaya-terlalu-sering-makan-mie-instan/
Cholil, A. M. (2020). 150 Brand Awareness Ideas. Quadrant.
Dewi, S., Permata, L. G., Natasya, E., & Siagian, H. (2020). The Effect of Brand Ambassador, Brand Image, and Brand Awareness on Purchase Decision of Pantene Shampoo in Surabaya, Indonesia. SHS Web of Conferences, 76, 01023. https://doi.org/10.1051/shsconf/20207601023
Doucett, E. (2008). Creating Your Library Brand, Communicating Your Relevance and Value to Your Patrons. The American Library Association.
Firmansyah, M. A. (2018). Perilaku Konsumen (Sikap dan Pemasaran) (Emy Rizka Fadilah (ed.)). CV Budi Utama.
Firmansyah, M. A. (2019). Pemasaran Produk & Merek (Planning & Strategy) (Q. Media (ed.); pertama). Qiara Media.
Fitrianti, A. 2022. https://www.lemonilo.com/blog/gandeng-nct-dream-jadi-brand-ambassador-lemonilo-hadirkan-banyak-inisiatif-baru
Greenwood, G. L. (2013). Fashion Marketing Communications. Markono Print Media.
Hogan, S. (2007). Employess and Images: Bringing Brand Image to Life (2nd Annual). Lippincot Mercer.
Indrasari, M. (2019). Pemasaran dan Kepuasan Pelanggan (1st ed.). Unitomo Press.
Kemenperin. 2017. https://kemenperin.go.id/artikel/18465/Industri-Makanan-dan-Minuman-Masih-Jadi-Andalan
Kotler, P. (2002). Manajemen Pemasaran (Milenium). Salemba Empat.
Kotler, P., & Amstrong, G. (2018). Prinsip-prinsip Marketing (Ketujuh). Salemba Empat.
Kotler, P., & Keller, K. L. (2016). Marketing Management 16 edition (16th ed.). Pearson.
Shimp, T., & Andrews, J. C. (2013). Advertising Promotion and Other Aspects of Integrated Marketing Communications (9th ed.). Nelson Education, Ltd.
Downloads
Published
How to Cite
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Abstract views: 2907
,
PDF Downloads: 4850
