Prawira, Delvira Anindya and Zainal, Munawaroh (2022) THE IMPACT OF CUSTOMER BASED BRAND EQUITY AND HEALTH MOTIVATION TOWARDS PURCHASE DECISION: CASE STUDY OF LEMONILO. Bachelor thesis, Swiss German University.

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Abstract

The thesis investigates the impact of consumer-based brand equity and healthy motivations on purchase decisions, focusing on the study case 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 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 five hypotheses, two of them are rejected.

Item Type:	Thesis (Bachelor)
Subjects:	H Social Sciences > HF Commerce > HF1040 Commodities. Commercial products > HF1040.1 Health products
Divisions:	Faculty of Business Administration and Communication > Department of Business Administration
Depositing User:	Mr Arinton Sinaga
Date Deposited:	09 Dec 2024 09:02
Last Modified:	09 Dec 2024 09:02
URI:	http://repository.sgu.ac.id/id/eprint/2661

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