Pengaruh Brand Ambassador Terhadap Minat Beli Konsumen pada Produk Mie Lemonilo

Abstract

Lemonilo Noodles is one of the instant noodle brands in Indonesia, Lemonilo Noodles itself is an
instant noodle product that carries the concept of healthy instant noodles. And to attract interest from
consumers, Lemonilo noodles have a new breakthrough namely by making and inviting the famous Kpop
boy group NCT Dream to become the Brand Ambassador for this product. This research aims to determine
the influence of Brand Ambassadors on consumer buying interest in Lemonilo Noodles. The type of research
used is a quantitative method using a simple linear regression analysis approach. Distribution of
questionnaires to respondents was carried out online using purposive sampling techniques. The population
in this study was the people of DKI Jakarta. A simple linear regression analysis technique was carried out
using the IBM SPSS statistics 23 software program. The research results show that brand ambassadors have
an influence on consumer buying interest, this can be seen from the t test significance value of 0.000, which
means this value is less than the significance level of 0.05.