Faktor Yang Mempengaruhi Keputusan Pembelian Produk Lemonilo Pada Kalangan Mahasiswa di Kota Malang

Illaina Septia Ningrum, Titis Surya Maha Rianti, Hadi Apriliawan

Abstract


Abstract

The fast food industry in Indonesia is growing rapidly, with instant noodles as a favorite choice of teenagers due to its practicality and affordability. Lemonilo is known as a healthy instant noodle with influencer-based marketing, including a collaboration with NCT Dream. However, data shows a decline in searches related to this product. This study aims to determine the factors that influence the purchase decision of Lemonilo instant noodles among university students in Malang City. This research focused on five universities in Malang City. Primary data was obtained through direct observation and interviews using a questionnaire. The sample size was 125 respondents. Respondents said they agreed that promotion through influencers is effective in attracting consumer attention. K-pop influencer NCT Dream succeeded in improving the product image and attracting consumer interest, especially among fans. Although the price of Lemonilo instant noodles is higher than other brands, many consumers feel that the price is comparable to the benefits and quality offered, such as natural ingredients that are free of preservatives. The results showed that influencers, taste, and health perceptions have a significant influence on the purchase decision of Lemonilo instant noodles.

 

Keyword: lemonilo noodles, Purchase Decision, consumer behavior

Full Text:

PDF

References


Iffathurjannah, M. I. (2021). Pengaruh keamanan makanan, harga dan rasa terhadap keputusan pembelian. In AKUNTABEL (Vol. 18, Issue 2). http://journal.feb.unmul.ac.id/index.php/AKUNTABEL

Mustikasari, S. F. (2023). Pengaruh Co-Branding, Lifestyle dan Harga Terhadap Keputusan Pembelian Produk Mie Instan Lemonilo X NCT Dream (Studi Kasus Pada Penggemar Boygroup Korea NCT Dream Di Banyumas).

Sariyani, M. D., Ariyanti, K. S., & Astuti, L. S. (2023). Penerapan Focus Group Discussion (FGD) untuk Meningkatkan Pemahaman Siswa Sekolah Dasar tentang Bahaya Konsumsi Mi Instan. GENITRI: JURNAL PENGABDIAN, 2(2),150–153. https://ejournal.politeknikkesehatankartinibali.ac.id/index.php/pkm/

Tijun, S., & Saino. (2023). Pengaruh Nct Dream Sebagai Brand Ambassador Dan Brand Image Terhadap Keputusan Pembelian Mie Instan Dengan Korean Wave Sebagai Variabel Intervening. Jurnal Pendidikan Tata Niaga (JPTN), 11(3), 277–288. https://listhargaterbaru.com/Harga-

Aulia, R., & Taufik, R. R. (2022). Upaya Digital Influencer Dalam Promosi Produk Melalui Media Sosial Instagram. Jurnal Digital Media Dan Relationship, 4(2), 46-49.

Dinny, D. A. S., & Purwanto, S. (2022). Pengaruh Brand Ambassador Dan Perilaku Konsumtif Fans NCT DREAM Terhadap Keputusan Pembelian Mie Lemonilo. J-MAS (Jurnal Manajemen Dan Sains), 7(2), 762-766.

Nadafa, B., Alim, S., & Sbr, K. (2023). Pengaruh Citra Merek, Harga Dan Promosi Terhadap Keputusan Pembelian Mie Lemonilo


Refbacks

  • There are currently no refbacks.


Copyright (c) 2025 Illaina Septia Ningrum, Titis Surya Maha Rianti, Hadi Apriliawan



Supported by:

Â