Pengaruh Daya Tarik, Kredibilitas, dan Popularitas Brand Ambassador terhadap Keputusan Pembelian Mie Sedaap melalui Brand Image sebagai Variabel Mediasi

Abstract

In recent years, the rising presence of Korean celebrities in marketing campaigns
across Indonesia has reflected a shift in brand communication strategies—one that
emphasises emotional resonance between public figures and consumers. Mie Sedaap, a well
known instant noodle brand, adopted this approach by appointing South Korean actor Ahn
Hyo Seop as its brand ambassador, aiming to capture the attention of younger audiences
and shape a favourable perception of the brand. This study explores how consumers perceive
the brand ambassador’s attractiveness, credibility, and popularity, and how these
perceptions influence their purchase decisions, with brand image positioned as a mediating
variable.
The research applies a quantitative approach, using an online questionnaire
distributed to 142 respondents who are Mie Sedaap consumers in Semarang. The collected
data were analysed using Structural Equation Modelling (SEM) with AMOS 24. The findings
indicate that all three attributes of the brand ambassador, attractiveness, credibility, and
popularity, positively and significantly influence brand image. In turn, brand image shows
a significant positive effect on consumer purchase decisions.
Overall, the results highlight the strategic importance of choosing a brand
ambassador who is not only visually appealing but also trustworthy and socially influential.
When these elements are present, they help shape a stronger brand image that ultimately
encourages consumer purchases. These insights provide valuable guidance for marketers
seeking to design campaigns that resonate with the emotional and aspirational needs of
today’s market.