Pengaruh Brand Ambassador dan Tagline Iklan Terhadap Minat Beli Mie Instan Lemonilo Melalui Brand Awareness
DOI:
https://doi.org/10.20527/jwm.v13i3.458Keywords:
Brand ambassador, Advertising Tagline, Buying Interest, Brand AwarenessAbstract
This SEM-PLS quantitative research aims to analyze the influence of brand ambassadors and advertising taglines on the interest in buying Lemonilo instant noodles mediated by brand awareness. The research location was conducted at Super Indo in Sidoarjo. The sampling technique that applies is the purposive sampling technique of 100 respondents who have consumed Lemonilo instant noodles. The results of this study show that there is an indirect influence of brand ambassador (X1) and Advertising tagline (X2) which has a positive and significant influence on buying interest (Y1) mediated by brand awareness (Z1)
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