| dc.description.abstract | The awareness of consuming healthy food is increasingly popular among
the community, especially on Lemonilo Instant Noodles. The increase in
purchasing decisions for Lemonilo Instant Noodles was heavily influenced by the
presence of NCT Dream as brand ambassador. However, this effect was short lived, resulting in a decrease in Lemonilo's sales. The decline in Lemonilo sales
was also influenced by negative electronic word of mouth, which affected
consumers' purchasing decisions.
This study aims to examine the influence of brand ambassadors and
electronic word of mouth on the purchase decisions of Lemonilo instant noodles
in Medan. The influence between brand ambassador and electronic word of
mouth will be analysed partially and simultaneously on purchasing decisions.
This study uses a quantitative method with an associative approach. The
sample is taken using non-probability sampling with purposive sampling
technique, involving 100 respondents as the sample. The primary data was
obtained by distributing questionnaires directly and the secondary data were
obtained through literature studies. Data analysis techniques use instrument
tests, validity tests, reliability tests, classical assumption tests, multiple linear
regression analysis, and hypothesis tests.
The results of the study showed that the brand ambassador variable and
the electronic word of mouth variable had a partial and simultaneous effect on the
purchase decision of Lemonilo Instant Noodles in Medan. The coefficient of
determination test shows that the relationship between brand ambassadors and
electronic word of mouth on purchasing decisions is close, with an R-value of
0.755. Through the Adjusted R Square value, it's known that brand ambassadors
and electronic word of mouth can explain purchasing decisions by 56,1%, the
other 43,9% influenced by other variables outside the variables studied. | en_US |
