The Effect of Social Media Marketing, Brand Ambassador, Health Consciousness and Food Safety Concern Lemonilo on Purchase Intention

Hamdi, Rafika Hamidah (2024) The Effect of Social Media Marketing, Brand Ambassador, Health Consciousness and Food Safety Concern Lemonilo on Purchase Intention. S1 thesis, Universitas Andalas.

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Abstract

This study aims to determine the effect of social media marketing, brand ambassador, health consciousness, and food safety concern Lemonilo on purchase intention of Gen Z in Padang. This study was conducted by distributing questionnaires to people who knows Lemonilo instant noodles in Padang. Processing data of this research was carried out using SMART-PLS 4.0. The sample of this study amounted to 145 respondents, data collection is carried out using a quantitative approach with online survey techniques. The results of this study found that social media marketing, brand ambassadors have positive and significant results on purchase intention, While health consciousness and food safety concerns have negative and non-significant results on purchase intention.

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