The Influence Of Lifestyle, Celebrity Endorser, And Brand Awareness On Purchase Intention Instant Lemonilo Noodles Products In Jabodetabek

Cahaya, Yohanes Ferry; dewi, Lina Basafira

doi:10.56174/mrsj.v3i1.481

Cited by 3 publications

(2 citation statements)

References 2 publications

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“…Skala Likert dengan empat pilihan skor digunakan dalam penelitian ini untuk mengukur variabel, dimana skor 1 mewakili "sangat tidak setuju", skor 2 mewakili "tidak setuju", skor 3 mewakili "setuju", dan skor 4 mewakili "sangat setuju". Hal tersebut dilakukan untuk menghindari respons netral dari para responden (Cahaya & Dewi, 2022). Uji validitas dan reliabilitas kuesioner dilaksanakan pada pengikut Instagram produk @Sambalmantu dengan 30 responden.…”

Section: Tahapan Penelitianunclassified

Untitled

Arimbawa,

Satriawan,

Lani Triani

2023

JITP AGROTECHNO

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Fish Sambal merupakan brand sambal seafood asal Nusa Penida yang memasarkan produknya melalui media sosial berbasis Instagram. Namun, terjadi penurunan performa Instagram Fish Sambal pada bulan Agustus-November 2022 dibandingkan Mei-Juli 2022. Tujuan dari penelitian ini adalah untuk mengidentifikasi strategi social media marketing Fish Sambal, menganalisis pengaruh social media marketing terhadap brand awareness Fish Sambal dan membuat usulan strategi alternatif social media marketing untuk meningkatkan brand awareness Fish Sambal. Wawancara mendalam dengan pihak internal Fish Sambal dilakukan untuk mengidentifikasi social media marketing 4C, metode Structural Equation Modeling-Partial Least Square (SEM-PLS) digunakan unruk menganalisis pengaruh social media marketing terhadap brand awareness Fish Sambal dan metode FGD digunakan untuk membuat usulan strategi social media marketing. Hasil penelitian didapatkan bahwa brand awareness Fish Sambal dipengaruhi oleh social media marketing dan dimensi social media marketing yang terdiri dari context, communication, collaboration, dan connection dapat menerangkan brand awareness sebesar 58,9% dan 41,1% dijelaskan oleh dimensi lain diluar model. Usulan strategi social media marketing yaitu pada dimensi context; advertisement planner, memaksimalkan fitur Instagram dan menentukan waktu unggah konten. Communication; melaksanakan social media campaign dan melaksanakan direct marketing. Collaboration; berkolaborasi dengan influencer dan brand lain. Connection; membuat program membership. Kata kunci: social media marketing, brand awareness, Structural Equation Modeling-Partial Least Square (SEM-PLS).

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Section: Tahapan Penelitianunclassified

Untitled

Arimbawa,

Satriawan,

Lani Triani

2023

JITP AGROTECHNO

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“…Lemonilo is a new instant noodle brand in Indonesia that positions it as a healthy instant noodle. According to Cahaya & Dewi (2022), Lemonilo instant noodles have the advantage of having healthy, natural, and safe ingredients for daily consumption because it is non-MSG, safe in 3P (Production Preparation Process), and low in calories and fat in one serving. There is much literature on consumer attitudes toward noodles or healthy products, but research on healthy noodle products still needs to be completed.…”

Section: Introductionmentioning

confidence: 99%

The antecedents of purchase intention on healthy instant noodle products: Is it worth fighting for?

Alamanda,

Wibowo,

Disman

et al. 2024

jmi

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Instant noodles are one of the favorite foods in Indonesia. Many food and beverage companies compete to attract consumer interest by providing promotions for various flavors of instant noodle products. The health issue of instant noodle products has become a concern for business owners who want to provide healthier food. However, the importance of healthy food has yet to receive a positive and significant response from Indonesian consumers. Increasing consumer interest in healthy food in Indonesia is crucial since it can significantly affect public health. This study aims to measure the effect of convenience, advertising, subjective norms, and product attributes as antecedents of people's purchase intention for healthy instant noodle products. This research used a quantitative approach by distributing questionnaires to respondents selected through a purposive sampling technique based on the criteria: consumers of healthy instant noodle products who have previously purchased instant noodles or a variety of healthy instant noodles. A total of 210 respondents participated in filling out this research questionnaire. Partial least squares structural equation modeling (PLS-SEM) was used as an analytical technique. The results of this study indicate that subjective norms are not proven to be an antecedent that affects consumer purchase intentions for healthy instant food products. In contrast, product attributes are the most influential antecedent. This study provides academic implications by adding literature on the antecedents of people's purchase intentions for healthy instant noodle products. The practical implications, especially for business owners, are shown by helpful information to improve campaigns, promotions, and product sales. Keywords—Consumer behavior; Healthy instant noodles; Marketing management; Purchase intention

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