ANTESEDEN KEPUTUSAN KONSUMEN DALAM MEMBELI PRODUK MI INSTAN SEHAT DENGAN BRAND AMBASSADOR ARTIS KOREA

ADINDA PUSPITA SARI, . (2025) ANTESEDEN KEPUTUSAN KONSUMEN DALAM MEMBELI PRODUK MI INSTAN SEHAT DENGAN BRAND AMBASSADOR ARTIS KOREA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menguji anteseden keputusan konsumen dalam membeli produk mi instan sehat dengan brand ambassador artis Korea. Terdiri dari lima variabel yang digunakan, yaitu product quality price perception purchase intention, dan purchase decision. pengaruh product quality, price perception, dan brand ambassador terhadap purchase intention. Serta menguji pengaruh product quality, price perception, dan brand ambassador terhadap purchase decision. Penelitian ini dilakukan di wilayah DKI Jakarta. Pendekatan yang digunakan dalam penelitian ini yaitu pendekatan kuantitatif menggunakan metode survei dengan penyebaran kuesioner secara online melalui media sosial. Populasi yang digunakan dalam penelitian ini adalah konsumen yang mengetahui dan pernah mengonsumsi produk Mi Lemonilo dengan NCT Dream sebagai brand ambassador, berdomisili di DKI Jakarta, dan berusia minimal 17 tahun. Penelitian ini menggunakan teknik pengambilan purposive sampling, dengan total sampe sebanyak 215 responden. Teknik analisis data pada penelitian ini menggunakan SEM (Structural Equation Modeling) dengan perangkat lunak AMOS (Analysis of Moment Structure). Hasil penelitian menunjukkan bahwa product quality dan price perception berpengaruh positif dan signifikan terhadap purchase intention. Namun, brand ambassador tidak berpengaruh signifikan terhadap purchase intention. Selanjutnya, product quality dan brand ambassador berpengaruh positif dan signifikan terhadap purchase decision. Sedangkan, price perception tidak memberikan pengaruh terhadap purchase decision. Purchase intention berpengaruh positif dan signifikan terhadap purchase decision. Temuan ini memberikan impikasi praktis bagi perusahaan dalam mengelola strategi pemasaran produk makanan sehat, terutama pentingnya membangun persepsi kualitas, memperkuat keterlibatan brand ambassador, serta meningkatkan purchase intention melalyu pendekatan nilai dan gaya hidup konsumen. Selain itu, penelitian ini juga memberikan kontribusi teoretis terhadap model perilaku konsumen dalam konteks produk fungsional yang dipromosikan melalui brand ambassador. Kata kunci: product quality, price perception, brand ambassador, purchase intention, purchase decision ***** This study aims to test the antecedents of consumer decisions in purchasing healthy instant noodle products with Korean artist brand ambassadors. Consisting of five variables used, namely product quality, price perception, brand ambassador, purchase intention, and purchase decision. The influence of product quality, price perception, and brand ambassador on purchase intention. As wel as testing the influence of product quality, price perception, and brand ambassador on purchase decisions. This research was conducted in the DKI Jakarta area. The approach used in this study is a quantitative approach using a survey method by distributing questionnaires online through social media. The population used in this study were consumers who knew and had consumed Mi Lemonilo products with NCT Dream as brand ambassador, domiciled in DKI Jakarta, and were at least 17 years old. This study used a purposive sampling technique, with a total sample of 215 respondents. The data analysis technique in this study used SEM (Structural Equation Modeling) with AMOS (Analysis of Moment Structure) software. The results showed that product quality and price perception had a positive and significant effect on purchase intention. However, brand ambassador did not have a significant effect on purchase intention. Furthermore, product quality and brand ambassador had a positive and significant effect on purchase decision. Meanwhile, price perception did not affect purchase decision. Purchase intention had a positive and significant effect on purchase decision. These findings provide practical implications for companies in managing healthy food product marketing strategies, especially the importance of building quality perceptions, strengthening brand ambassador involvement, and increasing purchase intention through consumer value and lifestyle approaches. In addition, this study also provides theoretical contributions to consumer behavior models in the context of functional products promoted through brand ambassadors. Keywords: product quality, price perception, brand ambassador, purchase intention, purchase decision

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Usep Suhud, M. Si., Ph.D. ; 2). Daru Putri Kusumaningtyas, S.E., M.Han.
Subjects:	Manajemen > Pendidikan, Riset Penelitian Bisnis Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Pendidikan Bisnis
Depositing User:	Adinda Puspita Sari .
Date Deposited:	19 Aug 2025 00:26
Last Modified:	19 Aug 2025 00:26
URI:	http://repository.unj.ac.id/id/eprint/61370

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