Proceedings of the 5th International Conference on Global Innovation and Trends in Economy 2024 (INCOGITE 2024)

The Impact Of Customer-Based Brand Equity And Health Motivation Towards Purchase Decision: A Case Study Of Lemonilo

Authors
Delvira Anindya Prawira1, Munawaroh Zainal1, *
1Swiss German University, The Prominence Tower, Tangerang, Banten, 15143, Indonesia
*Corresponding author. Email: munawaroh.zainal@sgu.ac.id
Corresponding Author
Munawaroh Zainal
Available Online 11 December 2024.
DOI
10.2991/978-94-6463-585-0_46How to use a DOI?
Abstract

This research aims to investigate the impact of customer-based brand equity and healthy motivation on purchase decisions, focusing on the case study of Lemonilo healthy instant noodles. The research is motivated by Indonesia's position as the second-largest consumer of instant noodles worldwide. Despite this, the top brands in the instant noodles market predominantly offer unhealthy options with ingredients that are detrimental to health. Lemonilo, as a healthy instant noodle brand, aims to introduce a healthier alternative to the market, providing consumers with a choice of nutritious instant noodles. Currently, the healthy instant noodles category is experiencing rapid growth, and Lemonilo faces challenges in becoming the top brand in the healthy instant noodles segment. This data was obtained from interviews with 15 individuals who have purchased healthy noodles from various brands. Using SEM-PLS for data analysis from quantitative research of 203 respondents using nonprobability judgemental sampling. The results indicate that out of five hypotheses, two of them are rejected.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 5th International Conference on Global Innovation and Trends in Economy 2024 (INCOGITE 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
11 December 2024
ISBN
978-94-6463-585-0
ISSN
2352-5428
DOI
10.2991/978-94-6463-585-0_46How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

TY  - CONF
AU  - Delvira Anindya Prawira
AU  - Munawaroh Zainal
PY  - 2024
DA  - 2024/12/11
TI  - The Impact Of Customer-Based Brand Equity And Health Motivation Towards Purchase Decision: A Case Study Of Lemonilo
BT  - Proceedings of the 5th International Conference on Global Innovation and Trends in Economy 2024 (INCOGITE 2024)
PB  - Atlantis Press
SP  - 678
EP  - 696
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-585-0_46
DO  - 10.2991/978-94-6463-585-0_46
ID  - Prawira2024
ER  -