Pengaruh Brand Image, Digital Marketing, Dan Celebrity Endorsement Terhadap Keputusan Pembelian Produk Mie Instan Lemonilo (Studi Empiris Pada Konsumen Mie Instan Lemonilo Di Kota Magelang)

Abstract

This research was motivated by the lively discussion of the collaboration between Lemonilo instant noodles and Korean boy group NCT Dream as celebrity endorsements on various social media. Thepurpose of this study is to test and analyze the influence of brand image, digital marketing, and celebrity endorsement on the purchase decision of L eminario instant noodle products. This study used quantitative research methods. The sample of this study was consumers of lemonilo instant noodles in Magelang City. The sampling method in this study uses purposive sampling based on predetermined criteria. The criteria in this study are that consumers have bought lemonilo instant noodle products, consumers have bought Lemonilo instant noodle products at least 1x. The sample used in this study was 80 respondents obtained from the distribution of questionnaires through google forms. The analysis tool used is multiple linear regression analysis. The results showed that brand image, digital marketing, and celebrity endorsement have a positive and significant effect on purchasing decisions, brand image has a positive and significant effect on purchasing decisions, digital marketing has a positive and significant effect on decisions Purchases, and celebrity endorsements have a positive and significant influence on purchasing decisions.