CD Skripsi

Pengaruh Brand Ambassador Dan Merchandise Photocard Gratis Nct Dream Di Produk Lemonilo Terhadap Keputusan Pembelian Nctzen Di Kota Pekanbaru

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Competition between brands, each brand has a strategy to win market competition, which is the main concentration carried out by the company. One of the marketing strategies carried out is by targeting K-Pop fans (K-Popers) and collaborating with Kpop artists. K-Pop fans (K-Popers) themselves tend to have consumerist behavior. Nct Dream fans are consumptive fans, this is shown by the sales of NCT Dream albums quoted from statista.com NCT DREAM has sold a total of around 34.8 million albums since 2016. The theory used is the S-R (Stimulus-Response) theory which basically expresses the existence of reactions due to stimuli provided by the mass media. This means that the stimulus will produce a response. Brand ambassador and merchandise photocard free will create a response, namely a purchasing decision. The aim of this research is to analyze the magnitude of the effect. influence brand ambassador and merchandise photocard free Nct Dream on nctzen purchasing decisions in the city of Pekanbaru
The research method used is quantitative with an explanatory approach and questionnaires as the main instruments for collecting data. The population in this study were members of the Nctzens Pekanbaru WhatsApp group with 364 members. The sampling technique used in this research is engineering probability with method simple random sampling using the Slovin formula, namely 192 respondents. This research was processed and analyzed using the IBM SPSS Version 22 program.
Based on the results of this research, it is known that the calculated t value is 4.448> t table is 1.972 with a significance level of 0.000 which is smaller than 0.05. Which means there is influence brand ambassador Nct Dream on Nctzen purchasing decisions in the city of Pekanbaru, and it is known that the calculated t value is 8519> t table of 1.972 with a significance level of 0.000 which is smaller than 0.05. Which means there is influence merchandise photocard free Nct Dream on nctzen purchasing decisions in the city of Pekanbaru. Furthermore, it is known that the calculated F value is 106.775> F table is 3.043 with a significance level of 0.000 which is smaller than 0.05. Which means there is influence brand ambassador and merchandise photocard free Nct Dream on nctzen purchasing decisions in the city of Pekanbaru. Thus, it can be concluded that the influence of the independent variable (X) brand ambassador and merchandise on the dependent variable (Y) purchasing decisions is 53.0% with a moderate level of influence, while the remaining 47.0% is influenced by other factors outside the results obtained in this research. These results show HO rejected and Ha accepted.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2001113439

Penerbit

Pekanbaru : Universitas Riau FISIPOL Ilmu Komunikasi., 2024

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2001113439

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

ILMU KOMUNIKASI

Info Detail Spesifik

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Pernyataan Tanggungjawab

Mutia

Versi lain/terkait

Lampiran Berkas

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