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