PENGARUH TERPAAN VISIBILITY, CREDIBILITY, ATTRACTION, DAN POWER BRAND AMBASSADOR MIE LEMONILO TERHADAP MINAT BELI (Studi pada Anggota Grup Whatsapp Nctzen Malang)

There are many instant noodles brands in the Indonesian market, some of which also got international recognition—these brands offer varied instant noodles, providing a broad choice for customers. One of the instant noodles brands is Lemonilo which offers a healthier option than the other products. As a new player in the instant noodles industry, Lemonilo recently collaborated with NCT Dream, a boyband from Korea, as its brand ambassador to improve its market penetration, especially for the young adult segment. This research analyzes the impact of NCT Dream as the brand ambassador of Lemonilo instant noodles in stimulating customer’s purchasing interest by evaluating the brand’s visibility, credibility, attraction, and power brand. The research sample is fans of NCT Dream in Malang, East Java. The results show that the visibility and credibility of NCT Dream as a brand ambassador for Lemonilo noodles individually does not affect the buying interest. However, attraction and brand power individually affect the purchasing interest of the customers. Furthermore, the combined visibility, credibility, attraction, and brand power of NCT Dream simultaneously affect the purchasing interest in Lemonilo instant noodles