Pengaruh NCT Dream sebagai Brand Ambassador, Promosi Penjualan dan Citra Merek terhadap Minat Beli  Produk Mie Lemonilo di Balikpapan

Fitri Adijaya; Dewi Sartika

doi:10.61132/lokawati.v3i5.2133

Authors

Fitri Adijaya STIE Madani Balikpapan
Dewi Sartika STIE Madani Balikpapan

DOI:

https://doi.org/10.61132/lokawati.v3i5.2133

Keywords:

brand ambassador, brand image, Consumer behavior, Purchase intention, Sales promotion

Abstract

This study aims to analyze the influence of brand ambassadors, sales promotions, and brand image on the purchase intention of Mie Lemonilo products in Balikpapan. The research utilizes both primary and secondary data. Primary data were collected through a questionnaire distributed to followers of the Mie Lemonilo Instagram account in Balikpapan, while secondary data were gathered from various supporting sources. The population in this study consisted of all followers of the Mie Lemonilo Instagram account in Balikpapan, with a sample size of 100 individuals. The results of the study indicate that Brand Ambassador (X1) does not significantly influence the purchase intention of Mie Lemonilo. This suggests that the impact of the brand ambassador on consumer purchasing decisions in Balikpapan is not strong enough, possibly due to insufficient engagement or connection between the brand ambassador and consumers. In contrast, Sales Promotion (X2) has a significant positive impact on the purchase intention of Mie Lemonilo. This indicates that sales promotions, such as discounts or special offers, have a substantial effect in attracting consumer interest and increasing purchase intention in Balikpapan. Meanwhile, Brand Image (X3) does not show a significant influence on the purchase intention of Mie Lemonilo. This may be due to other factors being more dominant in influencing consumers’ purchase decisions, such as product price, quality, or social factors and market trends. This study provides insights that, although brand image is important, sales promotions play a more significant role in driving purchase intention for Mie Lemonilo products in Balikpapan. Therefore, the company should focus more on promotional strategies to increase sales while continuing to consider the role of brand ambassadors and brand image in their marketing strategies.

Downloads

Download data is not yet available.

References

Aditya, R., & Yuliati, L. N. (2021). Social media marketing and E-WOM toward Gen Z's purchase intention of food products. Jurnal Manajemen Teknologi, 20(1), 42-54. https://doi.org/10.12695/jmt.2021.20.1.4

Berlianti, N., dkk. (2024). Strategi pengembangan usaha dalam mengenalkan UMKM "Renyah Kepiting Borneo" melalui pembuatan video profil usaha dan inovasi produk dalam meningkatkan daya saing UMKM di Sentra Industri Kecil, Teritip Balikpapan. Fokus Abdimas (Jurnal Pengabdian Masyarakat), 3(1), 1-4. https://doi.org/10.34152/abdimas.3.1.1-4

Farida, L., & Yuliana, N. (2020). Pengaruh promosi penjualan dan kepuasan konsumen terhadap loyalitas pelanggan. Jurnal Riset Ekonomi dan Bisnis, 13(1), 1-12. https://doi.org/10.31294/jreb.v13i1.7635

Ghozali, I. (2018). Aplikasi analisis multivariate dengan program IBM SPSS 25. Semarang: Badan Penerbit Universitas Diponegoro.

Handayani, R., & Dwiastanti, A. (2023). Pengaruh desain kemasan dan citra merek terhadap keputusan pembelian. Jurnal Ilmu Manajemen Indonesia, 8(2), 45-56. https://doi.org/10.21009/jimi.082.05

Jatmiko, N. (2022). Strategi pemasaran ideal di era digital untuk meningkatkan penjualan produk UMKM. Jurnal Pelayanan Kepada Masyarakat (PLAKAT), 4(2), 253-266. https://doi.org/10.30872/plakat.v4i2.8955

Julianti, N., dkk. (2014). Pengaruh suasana toko (store atmosphere) terhadap minat beli konsumen pada toserba Nusa Permai di Kecamatan Nusa Penida. Jurnal Pendidikan Ekonomi Undiksha, 4(1). https://doi.org/10.23887/jjpe.v4i1.4119

Kotler, K. (2009). Manajemen pemasaran (Jilid 1, Edisi ke-13, diterjemahkan oleh Bob Sabran). Jakarta: Erlangga.

Maulida, N., & Nugroho, S. A. (2023). Pengaruh citra merek dan kepuasan konsumen terhadap loyalitas pelanggan. Jurnal Bisnis dan Manajemen, 14(2), 120-128. https://doi.org/10.26418/jbm.v14i2.565

Oktavia, R. D., & Aji, H. M. (2023). Korean celebrity endorsement credibility and its impact on green product purchase intention: The mediating role of brand trust. Jurnal Manajemen Pemasaran, 18(1), 30-45. https://doi.org/10.9744/jmp.18.1.30-45

Oktaviani, A. D., & Gunawan, H. (2021). Pengaruh persepsi konsumen terhadap minat beli. Jurnal Ekonomi dan Kewirausahaan, 19(2), 150-158. https://doi.org/10.36728/jek.v19i2.667

Pondaag, T. O., & Soegoto, A. S. (2016). Evaluasi strategi promosi dan penjualan terhadap keunggulan bersaing pada PT Astragraphia, Tbk Cabang Manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 4(2), 133-143. https://doi.org/10.35794/emba.4.2.2016.12542

Pramesti, Y. D., & Lestari, D. A. (2021). Pengaruh media sosial dan informasi produk terhadap minat beli konsumen. Jurnal Ilmu Ekonomi dan Sosial, 9(2), 99-107. https://doi.org/10.31219/osf.io/xbm5k

Putra, R. A., & Prasetyo, A. R. (2021). The influence of Korean wave and brand ambassador on purchase intention. Jurnal Komunikasi, 13(1), 42-54. https://doi.org/10.25008/jk.v13i1.504

Sari, D. P., & Ramadhan, R. (2022). Efektivitas promosi penjualan terhadap minat beli konsumen. Jurnal Ilmu Manajemen Terapan, 13(1), 75-84. https://doi.org/10.31933/jimt.v13i1.617

Sari, M. D., & Nugroho, P. I. (2022). The influence of brand ambassador and brand image on purchase intention. Jurnal Manajemen dan Kewirausahaan, 24(1), 28-37. https://doi.org/10.9744/jmk.24.1.28-37

Sartika. (2023). Pengaruh kualitas pelayanan terhadap niat perilaku melalui kepuasan dan nilai yang dirasakan mahasiswa STIE Madani Balikpapan. Jurnal Akuntansi Manajemen Madani, 9(1), 14-38. https://doi.org/10.51882/jamm.v9i1.66

Sartika. (2024). Pengaruh modal usaha, lama usaha, jam kerja dan pemasaran online terhadap pendapatan pedagang pakaian pasar Blauran Klandasan. Jurnal Akuntansi Manajemen Madani, 10(1), 71-92. https://doi.org/10.51882/jamm.v10i1.88

Sugiyono. (2011). Metode penelitian kuantitatif, kualitatif dan R&D. Bandung: Alfabeta.

Umar, H. (2013). Metode penelitian untuk skripsi dan tesis. Jakarta: Rajawali.