Pengaruh Brand Ambassador NCT Dream, E-WOM, dan Brand Image terhadap Purchase Intention pada Produk Mie Instan Lemonilo
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 t...
Saved in:
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Universitas Proklamasi 45 Yogyakarta
2024-06-01
|
| Series: | Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship |
| Subjects: | |
| Online Access: | https://ejournal.up45.ac.id/index.php/maksipreneur/article/view/1708 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1846166010378321920 |
|---|---|
| author | Ambar Lukitaningsih Agus Dwi Cahya Pingky Octavian |
| author_facet | Ambar Lukitaningsih Agus Dwi Cahya Pingky Octavian |
| author_sort | Ambar Lukitaningsih |
| collection | DOAJ |
| description | 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. |
| format | Article |
| id | doaj-art-d3bbf51e0e0044b9aa874ff0a968821f |
| institution | Kabale University |
| issn | 2089-550X 2527-6638 |
| language | English |
| publishDate | 2024-06-01 |
| publisher | Universitas Proklamasi 45 Yogyakarta |
| record_format | Article |
| series | Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship |
| spelling | doaj-art-d3bbf51e0e0044b9aa874ff0a968821f2024-11-16T13:46:15ZengUniversitas Proklamasi 45 YogyakartaJurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship2089-550X2527-66382024-06-0113249751310.30588/jmp.v13i2.17081544Pengaruh Brand Ambassador NCT Dream, E-WOM, dan Brand Image terhadap Purchase Intention pada Produk Mie Instan LemoniloAmbar Lukitaningsih0Agus Dwi Cahya1Pingky Octavian2Universitas Sarjanawiyata Tamansiswa, Yogyakarta, Yogyakarta Special Region,Universitas Sarjanawiyata Tamansiswa, Yogyakarta, Yogyakarta Special Region,Universitas Sarjanawiyata Tamansiswa, Yogyakarta, Yogyakarta Special Region,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.https://ejournal.up45.ac.id/index.php/maksipreneur/article/view/1708brand ambassadore-wombrand imagepurchase intention |
| spellingShingle | Ambar Lukitaningsih Agus Dwi Cahya Pingky Octavian Pengaruh Brand Ambassador NCT Dream, E-WOM, dan Brand Image terhadap Purchase Intention pada Produk Mie Instan Lemonilo Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship brand ambassador e-wom brand image purchase intention |
| title | Pengaruh Brand Ambassador NCT Dream, E-WOM, dan Brand Image terhadap Purchase Intention pada Produk Mie Instan Lemonilo |
| title_full | Pengaruh Brand Ambassador NCT Dream, E-WOM, dan Brand Image terhadap Purchase Intention pada Produk Mie Instan Lemonilo |
| title_fullStr | Pengaruh Brand Ambassador NCT Dream, E-WOM, dan Brand Image terhadap Purchase Intention pada Produk Mie Instan Lemonilo |
| title_full_unstemmed | Pengaruh Brand Ambassador NCT Dream, E-WOM, dan Brand Image terhadap Purchase Intention pada Produk Mie Instan Lemonilo |
| title_short | Pengaruh Brand Ambassador NCT Dream, E-WOM, dan Brand Image terhadap Purchase Intention pada Produk Mie Instan Lemonilo |
| title_sort | pengaruh brand ambassador nct dream e wom dan brand image terhadap purchase intention pada produk mie instan lemonilo |
| topic | brand ambassador e-wom brand image purchase intention |
| url | https://ejournal.up45.ac.id/index.php/maksipreneur/article/view/1708 |
| work_keys_str_mv | AT ambarlukitaningsih pengaruhbrandambassadornctdreamewomdanbrandimageterhadappurchaseintentionpadaprodukmieinstanlemonilo AT agusdwicahya pengaruhbrandambassadornctdreamewomdanbrandimageterhadappurchaseintentionpadaprodukmieinstanlemonilo AT pingkyoctavian pengaruhbrandambassadornctdreamewomdanbrandimageterhadappurchaseintentionpadaprodukmieinstanlemonilo |