Pengaruh Brand Ambassador NCT Dream dan Kualitas Produk Terhadap Keputusan Pembelian Produk Mie Lemonilo Di Jakarta Barat

The Influence of NCT Dream Brand Ambassadors and Product Quality on the Decision to Buy Lemonilo Noodle Products in West Jakarta

Abstract

The increasingly intense competition in the food industry, particularly in the instant noodle sector, encourages companies to implement effective marketing strategies and maintain product quality to influence consumer purchasing decisions. Based on this, this study aims to analyze the influence of NCT Dream as a brand ambassador and product quality on the purchase decision of Mie Lemonilo products in West Jakarta. This study uses a quantitative method, with data collected through questionnaires. The sample consisted of 100 respondents selected using a purposive sampling technique based on the following criteria: residing in West Jakarta, knowing the Mie Lemonilo product, having purchased and consumed the product, and having seen advertisements or promotions featuring NCT dream as the brand ambassador. The data were analyzed using SPSS version 26 through data quality tests, classical assumption tests, multiple linear regression analysis, hypothesis testing, and the coefficient of determination. The results show that NCT Dream as a brand ambassador has a positive and significant effect on purchase decision, as indicated by a t count of 3,942 > t table 1,984 with a significance level of 0,000 < 0,05. Product quality also has a positive and significant effect on purchase decision, with a t count of 6,507 > t table 1,984 and a significance level of 0,000 < 0,05. Simultaneously, NCT Dream as a brand ambassador and product quality have a positive and significant effect on the purchase decision of Mie Lemonilo products in West Jakarta, with an F count of 220,003 > F table 3,09 and a significance level of 0,000 < 0,05.