Pengaruh Brand Ambassador Dan Fanatisme Penggemar Terhadap Minat Beli Para K-Popers Di Kota Surabaya Pada Produk Mie Instan Lemonilo

Abstract

Several local brands have started to make Korean Idol as the Brand Ambassador of the products they offer, one of which is the Brand Ambassador of the Lemonilo instant noodle product, namely NCT ​​Dream which is a boy group from South Korea. A brand ambassador is an advertising supporter or also called a product spokesperson who is chosen from a famous person who has an attractive appearance to attract the attention and memory of consumers. The selection of a Brand Ambassador can also trigger fan fanaticism which looks excited. The fanaticism that will be discussed in this study is the fanaticism that hit the fans. This research uses a quantitative research approach with non-probability sampling method. The population in this study were the K-Popers in Surabaya and the data collection techniques were questionnaires and data analysis techniques using SPSS version 20 software. 05. And based on simultaneous data analysis, F count is greater than F table with a probability value less than 0.05. So it can be concluded that Brand Ambassador and Fanaticism have a significant effect on buying interest of K-Popers in Surabaya on instant noodle products. lemonillo. with a determination value of 51.5% and the remaining 48.5% is influenced by other variables not examined in this study.