THE INFLUENCE OF BRAND AMBASSADOR, BRAND IMAGE AND WORD OF MOUTH ON CONSUMER PURCHASING DECISIONS ON LEMONILO NOODLE PRODUCTS IN BATAM

Abstract

Currently, the development of innovation in the food industry, including instant noodles, is increasing along with consumer demand. The research aims to test and analyze the influence of Brand Ambassador, Brand Image dan Word Of Mouth on purchasing decisions. The group in this research were consumers who had purchased lemon noodles. Researchers selected a sample of 100 respondents using non-probability sampling techniques. The data was processed using SPSS 26. The research results showed that Brand Ambassador, Brand Image dan Word Of Mouth had a positive and significant effect on the decision to purchase lemon noodles. Based on the ANOVA test, the calculated f count > f table and Sig<0.05 were obtained. It can be concluded that the variables Brand Ambassador, Brand Image dan Word Of Mouth have a significant positive influence on consumer purchasing decisions.