Pengaruh Word of Mouth, NCT Dream sebagai Brand Ambassador dan Bonus Pack terhadap Minat Beli Produk Mie Lemonilo (Studi pada Konsumen Produk Mie Lemonilo di Kota Medan)

Abstract

Currently, the growth of the business sector, especially in the food business, is increasingly emerging and this also makes entrepreneurs from the sector required to have different marketing strategies with the aim of creating and having an advantage to compete with competitors in the same field. The food industry is one of the industrial sectors that contributes significantly to the national economy and is categorized as strategic and can provide the needs of the wider community. This study aims to determine how much influence word of mouth has on buying interest, the influence of brand ambassadors on purchase intention, the effect of bonus packs on purchase intention together on purchase intention in consumers of Lemonilo Noodle Products in Medan City. The form of research used in this study is quantitative research with an associative approach. The population in this study is consumers of Lemonilo noodle products and fans of NCT Dream boygroup in Medan City. With a sample of 100 respondents, using nonprobability sampling techniques and using purposive sampling methods. Primary data obtained through the distribution of questionnaires directly to respondents. The results of this study showed that the Word Of mouth (X1) variable had a significant positive effect on Purchase Intention with a calculated value of 5.074 > 1.986 and a sig level of 0.000 < 0.05. The Brand Ambassador variable has a significant positive effect on Purchase Intention with a calculated value of 2.278 > 1.986 and a sig level of 0.001 < 0.05 and in the Bonus Pack variable has a significant positive effect on Purchase Intention with a calculated value of 2.564 > 1.986 and GIS levels of 0.000 > 0.05 and Fcalculate values of 17.686 > 3.09 and affect 35.6% while the remaining 65.4% are influenced by other variables outside of this study.