Pengaruh Korean Wave dan Brand Ambassador NewJeans terhadap Brand Loyalty Indomie Korean Ramyeon Series melalui Brand Image Indomie

Abstract

Fenomena Korean wave di Indonesia mendorong Indomie meluncurkan varian Korean Ramyeon Series dengan menunjuk NewJeans sebagai brand ambassador. Penelitian ini bertujuan menganalisis pengaruh Korean wave dan brand ambassador NewJeans terhadap brand loyalty Indomie Korean Ramyeon Series melalui brand image sebagai variabel mediasi. Penelitian menggunakan pendekatan kuantitatif dengan metode survei terhadap 305 responden melalui purposive sampling dan dianalisis menggunakan SEM-PLS. Hasil menunjukkan seluruh hipotesis diterima, di mana Korean wave berpengaruh langsung terbesar terhadap brand loyalty dan memberikan total effect terbesar, sedangkan brand ambassador berpengaruh terbesar terhadap brand image. Brand image terbukti memediasi secara parsial pengaruh keduanya terhadap brand loyalty. Rekomendasi strategis pemasaran dirumuskan ke dalam tiga pilar, yaitu reorientasi konten menjadi pemicu preferensi aktif, konversi fandom menjadi pembelian berulang melalui program koleksi berjenjang, serta diferensiasi positioning berbasis keaslian rasa Korea untuk menjangkau segmen non-penggemar.

The Korean wave phenomenon in Indonesia has driven Indomie to launch its Korean Ramyeon Series variant, appointing NewJeans as brand ambassador. This study analyzes the influence of the Korean wave and brand ambassador NewJeans on the brand loyalty of Indomie Korean Ramyeon Series through brand image as a mediating variable, using a quantitative survey approach with 305 respondents via purposive sampling, analyzed through SEM-PLS. All hypotheses were accepted, the Korean wave had the largest direct and total effect on brand loyalty, while brand ambassador had the largest effect on brand image, which partially mediated both relationships. Strategic marketing recommendations were formulated into three pillars, reorienting content into an active preference trigger, converting fandom into repeat purchases through a tiered collection program, and differentiating positioning based on authentic Korean taste to reach the non-fan segment.