BUSINESS MANAGEMENT JOURNAL

The growth of technological has a major influence in advertising agency. Advertising has the aim of introducing its products and stimulating consumer buying interest. In addition to advertising, brand image also has an important role in consumer buying interest. A positive brand image will get positive treatment and affect buying interest from the public. This study aims to examine the variables that have an influence on purchase intention, namely advertising and brand image variables. The data collected in this research is using a questionnaire in the form of a questionnaire. The results of this study are advertising and brand image have a significant and positive influence on buying interest. Of the 176 respondents obtained, this study attracted 160 respondents who were collected online via Google Form. In processing the data, this research uses SmartPls 3.0. The results of this study indicate that the Mie Sedaap Korean Spicy Chicken advertisement has its own charm because it has succeeded in conveying a clear message to consumers and every the public figures has uniqueness. Mie Sedaap has a good and quality brand image because its existence remains consistent and continues to innovate. For further research, it is expected to examine more deeply what makes the advertisement attractive and the supporting factors and also examines more deeply why Mie Sedaap can create and maintain a positive brand image.

Advertising; Brand Image; Purchase Intention; Choi Siwon

A, B. S., & Wijarnako, H. (2004). Power Branding : Membangun Merek Unggul Dan Organisasi Pendukungnya. Jakarta: Quantum Bisnis & Manajemen.

Ahmad, M., Tumbel, T. M., & Kalangi, J. A. (2020). Pengaruh Citra Merek Terhadap Minat Beli Produk Oriflame Di Kota Manado. Jurnal Administrasi Bisnis, 10 No 1 , 25-31.

Fenomena Gelombang Korea Di Indonesia. (2021). Retrieved From Kompasiana.Com: Https://Www.Kompasiana.Com/Faaiqahfay/60f1cc0206310e61812fdc62/Fen Omena-Gelombang-Korea-Di-Indonesia

Ganjoo, M. (2020). Influence Of Advertising Appeals On Buying Behaviour With Reference To Cosmetic Brands. International Journal Of Psychosocial Rehabilitation, Vol. 24, Issue 03.

Ghozali, I. (2021). ), Partial Least Square ; Konsep, Teknik, Dan Aplikasi Menggunakan Smartpls 3.2.9; Untuk Penelitian Empiris. Semarang : Penerbit Universitas Diponegoro.

Gilbert, J. R., Stafford, M. B., Sheinin, D. A., & Pounders, K. (2021). The Dance Between Darkness And Light: A Systematic Review Of Advertising’s Role In. International Journal Of Advertising 40, 4, 491-528. Doi:10.1080/02650487.2020.1863048

Goenawan, Z. (2019). Terinspirasi Korea, Mie Sedaap Tunjuk Siwon Jadi Brand Ambassador. Retrieved From Idntimes.Com: Https://Www.Idntimes.Com/News/Indonesia/Zulfah-Goenawan/Siwon-Jadibrand-Ambassador-Mie-Sedaap/1

Jihyun, L., & Yuri, L. (2018). Effects Of Multi-Brand Company’s Csr Activities On Purchase. Journal Of Fashion Marketing And Management: An International, 1361-2026. Doi:10.1108/Jfmm-08-2017-0087

Jovanović, P., Vlastelica, T., & Kostić, S. C. (2016). Impact Of Advertising Appeals On Purchase. Management Journal Of Sustainable Business And Management Solutions In Emerging Economies , 21(81), 35-45. Doi:10.7595/Management.Fon.2016.0025

Kompas. (2019, Agustus 2019 10). Digemari Milenial, Varian Rasa Baru Mie Sedaap Goreng Korean Spicy Chicken “Sold Out” Di Pasaran. Retrieved From Kompas.Id: Https://Www.Kompas.Id/Baca/Adv_Post/Mie-Sedaapgoreng

Lasha, S., & Usman, O. (2019). Effect Of Advertising, Word Of Mouth, Website Quality,And Risk Perception On Buying Interest (Study On. Ssrn. Doi:Http://Dx.Doi.Org/10.2139/Ssrn.3311359

Youtube Ads Vs Tv Ads – Mana Yang Lebih Menguntungkan? Retrieved From Hercodigital.Id: Https://Www.Hercodigital.Id/Youtube-Adsvs-Tv-Ads-Mana-Yang-Lebih-Menguntungkan/

Mao, Y., Lai, Y., Lao, Y., Liu, S., Du, Y., Zhou, J., . . . Bonaiuto, M. (2020). Apple Or Huawei: Understanding Flow, Brand Image, Brand Identity, Brand Personality And Purchase. Suistanability, 12, 3391, 1-22. Doi:10.3390/Su12083391

Mareta, L. P., & Kurniawati, T. (2020). Pengaruh Kualitas Produk Dan Iklan Terhadap Minat Beli Ulang Shampo Rejoice. Jurnal Ecogen, 3 (3), 400- 409. Doi:Http://Dx.Doi.Org/10.24036/Jmpe.V3i3.9916

Martins, J. L., Costa, C., Oliveira, T., & Gonçalves, R. (2017). How Smartphone Advertising Influences Consumers' Purchase Intention.

Mie Instant Dalam Kemasan Bag Fase 1 2017. (2017). Retrieved From Topbrandaward.Com: Https://Www.Topbrand-Award.Com/En/2017/02/Mie-Instantdalam-Kemasan-Bag-Fase-1-2017/ Dalam-Kemasan-Bag/ Mie Instant Dalam Kemasan Bag Fase 1 2020. (2020).

Mughoffar, M., Sumarwan, U., & Tinaprilla, N. (2019). The Effect Of E-Wom And Brand Image On The Interest In Buying The Heavenly Blush Yoghurt Product. Indonesian Journal Of Business And Entrepreneurship, 2, 158-167. Doi:10.17358/Ijbe.5.2.158

Purnamasari, D. (2017, Mei 17). Anak Muda Lebih Suka Serial Korea Ketimbang Sinetron. Retrieved From Tirto.Id: Https://Tirto.Id/Anak-Muda-Lebih-Sukaserial-Korea-Ketimbang-Sinetron-Cosm

Savitri, N. W. (2017). Pengaruh Celebrity Endorser Dan Iklan Melalui Media. E-Jurnal Manajemen Unud, 6 No. 8, 4214-4239.

Sawaftah, D. A., Calictoglu, C., & Awadallah, R. I. (2020). The Relationship Between Viral Marketing And Consumer Purchase Intention, The Moderator Role Of Brand Image And Age: Evidence From Smarthphone Users In North Cyprus. Management Science Letter, 10 Issue 6, 1307-1320. Doi:10.5267/J.Msl.2019.11.027

Suharti, D., & Irmayanti, R. (2019). Pengaruh Celebrity Endorser, Citra Merek, Dan Kepercayaan Merek Terhadap Minat Beli Konsumen. Jurnal Inspirasi Bisnis Dan Manajemen Vol 3, (1), 3 No.1, 53-62.

Suprapto, W., Hakim, B., & Hartono, K. (2020). Social Media Advertising And Consumer Perception On Purchase Intention. Shs Web Of Conferences, 76 (1), 1-8. Doi:10.1051/Shsconf/20207601055 69

Usman, O., & Aryani, Y. (2019). The Effect Of Brand Ambassador, Brand Image, Product. Ssrn. Doi:Http://Dx.Doi.Org/10.2139/Ssrn.3511672

Wijaya, A. (2010). Metode Penelitian Menggunakan Smartpls 03. Yogyakarta: Innosain.

WINA, W. I. (2021). Demand Table. Retrieved from Instantnoodles.org: https://instantnoodles.org/en/noodles/demand/table