DISSECTING THE INFLUENCE OF NEW JEANS AS A BRAND AMBASSADOR AND A COMMUNITY-BASED MARKETING STRATEGY ON CONSUMERS’ PURCHASE DECISIONS FOR NEW VARIANTS OF INDOMIE IN THE INDONESIAN MARKET

• Main Author: Rafa Andisa, Carissa
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/87454
• Institution: Institut Teknologi Bandung

One of Indonesia's top instant noodle brands, Indomie, is coming up with new ideas and modifying its marketing strategy to suit the tastes of consumers. In partnership with the internationally well-known K-pop group New Jeans, Indomie implements brand ambassadorship and community-based marketing strategy to improve its market position and influence consumers' purchase decisions on its new product variants. The purpose of this research is to investigate how New Jeans' role as a brand ambassador and a community-based marketing strategy relate to consumers' purchase decisions. "How do New Jeans as a brand ambassador and community-based marketing strategy influence consumers’ purchase decisions for new variants of Indomie?" is the question the researcher applied to analyze the research. One hundred members of the K-pop fandom community in Indonesia were given questionnaires as part of this research's quantitative methodology. The results indicate that the community-based marketing strategy has a considerably greater influence on consumers' purchase decisions than the brand ambassador variable, which has a positive but moderate impact. Taken together, these variables represent the majority of the diversity in consumers' purchase decisions for new variants of Indomie, with the rest influenced by factors outside this research. While a community-based marketing strategy is increasingly effective in influencing consumers' purchase decisions, brand ambassadors like New Jeans are still crucial for drawing in and interacting with the target population.