Pengaruh Iklan Media Elektronik, Brand Ambassador dan, Brand Image Terhadap Minat Beli (Studi Kasus Konsumen Mie Lemonilo di Kota Surakarta)

Abstract

Tujuan dari penelitian ini adalah untuk mengetahui pengaruh iklan media elektronik, brand ambassador dan, brand image terhadap minat beli pelanggan. Dengan maraknya persaingan sengit dalam penjualan mi instan, para pelaku bisnis harus memperkuat metode pemasarannya. Teknik pemasaran yang digunakan dalam penelitian ini adalah dengan menggunakan iklan media elektronik yang dibantu oleh brand ambassador untuk menyebarkan informasi tentang barang. Responden survei ini adalah pelanggan Mie Lemonillo di kota Surakarta yang tidak diketahui jumlahnya. Jumlah orang yang berpartisipasi dalam survei ini ditetapkan 100, dan metode pengambilan sampel yang digunakan adalah sampel acak langsung berdasarkan Teori Roscoe nomor 1. Dengan menggunakan perangkat lunak SPSS 26, analisis regresi berganda dilakukan pada data yang dikumpulkan. Minat konsumen dalam melakukan pembelian dipengaruhi secara positif dan signifikan oleh brand image suatu perusahaan.Kata Kunci: brand ambassador, brand image, iklan media elektronik, minat beli

The Role of Price, Taste, and Brand Image in Purchasing Decisions

“…Proximity to consumers makes Mie Sedaap market power during intense competition. This is relevant to the results of previous researchers Gunawati (2022) and Arifin & Setyaningrum (2022) which state that the brand image variable partially has a positive and significant influence on purchasing decisions. And Anggraeni & Sabrina (2021) state that brand image has no positive and insignificant effect on purchasing decisions.…”

“…This result is also supported by the results of the analysis of respondents' answers, especially on the reputation indicator with the statement "Mie Sedaap always releases new products and innovations so I want to always try them". It is the same with research (Arifin & Setyaningrum, 2022) entitled "Analysis of the Influence of Halal Labeling, Price, Promotion, Taste, and Brand Image on the Purchase Decision of Kanzler Sausages by Millennials (Studies on Indomaret Sragen Supermarket Consumers)", furthermore "The Influence of Advertising Electronic Media, Brand Ambassador, and Brand Image on Purchase Intention (Case Study of Lemonilo Noodle Consumers in Surakarta City)" (Gunawati, 2022), on the results (Waluyo et al, 2023) entitled "The Effect of Product Variants and Brand Image on Decisions Purchasing Pucuk Harum Tea in Langsa City" and the last one entitled "The Effect of Brand Image and Product Quality on Purchase Decisions for TVS Motorcycles" (Pasaribu, 2022) researchers found that brand image variables had a positive and significant effect in this study. Shared or partial brand image has a significant and positive influence on consumer choice.…”

“…A brand description that also includes brand information is called brand image. Belief in and evaluation of the brand itself is what contributes to the positive image of the brand (Gunawati, 2022). Brand image is a representation of the overall perception of the brand and is formed from information and past experiences with that brand (Ashari et al, 2023).…”

“…References: (Fasya & Rahwana, 2020), (Suherman, 2020), (Darmayanti & Indayani, 2023). Brand perception is one of the factors in consumer choice (Arifin & Setyaningrum, 2022), (Gunawati, 2022), (Pasaribu, 2022), and (Waluyo et al, 2023). This study aims to determine the relative importance of price, taste, and brand image in consumer decisions to buy Mie Sedaap Ayam Bakar Limau (Figure 1).…”

The Effect of Marketplace and Social Media as a Marketing Strategy on the Expansion of Creative Industry Market Segments

“…(Adiyani et al, 2021). As can be seen today, many business actors are now taking advantage of technological sophistication in order to be able to compete with other business actors, one of which is in terms of marketing (Gunawati et al, 2022).One form of marketing that uses digital technology is digital marketing. Digital marketing is a marketing strategy that uses digital media to promote products or services online to potential consumers (Susanti et al, 2023).…”