PENGARUH BRAND AMBASSADOR NCT DREAM, BRAND PERSONALITY DAN IKLAN TERHADAP KEPUTUSAN PEMBELIAN MIE LEMONILO PADA MAHASISWA UNIVERSITAS SULTAN AGENG TIRTAYASA

NURAINI, KHOIRUNNISA (2023) PENGARUH BRAND AMBASSADOR NCT DREAM, BRAND PERSONALITY DAN IKLAN TERHADAP KEPUTUSAN PEMBELIAN MIE LEMONILO PADA MAHASISWA UNIVERSITAS SULTAN AGENG TIRTAYASA. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

Research on purchasing decisions for Lemonilo Noodles is based on the phenomenon of increasing sales of Lemonilo Noodles in Generation Z after seeing the character presented by Lemonilo, namely NCT Dream. This research aims to determine the influence of Brand Ambassador (X1) Brand Personality (X2) and Advertising (X3) on Purchase Decision (Y) on students of Sultan Ageng Tirtayasa University. The method used in this research is quantitative research. the population in this study were students of Sultan Ageng Tirtayasa University. The sample of this study were students at Sultan Ageng Tiryatasa University who had bought Lemonilo noodles, this study used an accidental sampling method. The data analysis technique used in this study is Structural Equation Modeling (SEM) using the SmartPLS 3.2.9 analysis tool. The results show that: (1) Brand Ambassadors have a positive and significant effect on Buying decision. (2) Brand Personality has a positive and significant effect on Purchasing Decisions. (3) Advertising has a positive and significant effect on Purchasing Decisions. Keywords: Advertising, Brand Ambassador, Brand Personality, Decisions Purchase

Item Type:

Thesis (S1)

Contributors:

Contribution	Contributors	NIP/NIM
Thesis advisor	PANCAWATI, JUWARIN	197502142003122001
Thesis advisor	SUHERMAN, SUHERMAN	19670201999011001

Additional Information:

Penelitian tentang keputusan pembelian Mie Lemonilo didasarkan pada fenomena meningkatnya penjualan Mie Lemonilo pada Generasi Z setelah melihat karakter yang dihadirkan oleh Lemonilo yaitu NCT Dream. Penelitian ini bertujuan untuk mengetahui pengaruh Brand Ambassador (X1), Brand personality (X2) dan Advertising (X3) terhadap Keputusan Pembelian (Y) pada mahasiswa Universitas Sultan Ageng Tirtayasa. Metode yang digunakan dalam penelitian ini adalah penelitian kuantitatif. populasi dalam penelitian ini adalah mahasiswa Universitas Sultan Ageng Tirtayasa. Sampel penelitian ini adalah mahasiswa Universitas Sultan Ageng Tiryatasa yang pernah membeli mie Lemonilo, penelitian ini menggunakan metode accidental sampling. Teknik analisis data yang digunakan dalam penelitian ini adalah Structural Equation Modeling (SEM) dengan menggunakan alat analisis SmartPLS 3.2.9. Hasil penelitian menunjukkan bahwa: (1) Brand Ambassador berpengaruh positif dan signifikan terhadap Keputusan Pembelian. (2) Kepribadian Merek berpengaruh positif dan signifikan terhadap Keputusan Pembelian. (3) Iklan berpengaruh positif dan signifikan terhadap Keputusan Pembelian

Uncontrolled Keywords:

Keywords: Advertising, Brand Ambassador, Brand Personality, Decisions Purchase

Subjects:

S Agriculture > S Agriculture (General)

Divisions:

04-Fakultas Pertanian
04-Fakultas Pertanian > 54201-Program Studi Agribisnis

Depositing User:

mrs Khoirunnisa Nuraini

Date Deposited:

28 Jul 2023 10:19

Last Modified:

28 Jul 2023 10:19

URI:

http://eprints.untirta.ac.id/id/eprint/27371

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