The Impact Of Customer-Based Brand Equity And Health Motivation Towards Purchase Decision: A Case Study Of Lemonilo

Delvira Anindya Prawira and Munawaroh Zainal ()
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Delvira Anindya Prawira: Swiss German University
Munawaroh Zainal: Swiss German University

A chapter in Proceedings of the 5th International Conference on Global Innovation and Trends in Economy 2024 (INCOGITE 2024), 2024, pp 678-696 from Springer

Abstract: Abstract This research aims to investigate the impact of customer-based brand equity and healthy motivation on purchase decisions, focusing on the case study 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 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 out of five hypotheses, two of them are rejected.

Date: 2024
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DOI: 10.2991/978-94-6463-585-0_46

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