PENGARUH BRAND AMBASSADOR DAN FANATISME PENGGEMAR NCT DREAM TERHADAP NIAT UNTUK MEMBELI PRODUK SOMETHINC (Survei Online Pada Followers Instagram Penggemar NCT DREAM Palembang)

MAHARANI, SITI RANTI and Santoso, Anang Dwi and Andarini, Rindang Senja (2023) PENGARUH BRAND AMBASSADOR DAN FANATISME PENGGEMAR NCT DREAM TERHADAP NIAT UNTUK MEMBELI PRODUK SOMETHINC (Survei Online Pada Followers Instagram Penggemar NCT DREAM Palembang). Undergraduate thesis, Sriwijaya University.

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Abstract

As a result of globalization, many cultures have entered Indonesia, one of which is Korean culture. South Korean products that are currently very loved by Indonesian people, especially teenagers in Indonesia, are Kpop. With a culture of consumptive behavior, fans form loyalty. These activities are temporary pleasure with the aim of satisfying themselves, therefore This study aims to find out: 1) the influence of brand ambassadors on the intention to buy something, 2) the influence of fanaticism of NCT Dream fans on the intention to buy something. The theory used is Theory of Reasoned Action from Fishbein & Ajzen. The population in this study are NCT Dream fans located in Palembang. This research is a quantitative research with. The method used is non-probability sampling with a purposive sampling approach. Data was collected using a questionnaire. The sample used in this study amounted to 88 respondents. Data analysis used the Structural Equation Model (SEM) which was processed using SmartPLS 3 software. The results of this study show that: 1) brand ambassadors influence the intention to buy something something 2) fanaticism influences the intention to buy Somethinc product Keyword : Brand ambassador, fanatic fandom, intention to purchase

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Brand ambassador, Fanatisme Penggemar, Niat Untuk Membeli
Subjects:	H Social Sciences > H Social Sciences (General) P Language and Literature > PN Literature (General) > PN4699-5650 Journalism. The periodical press, etc.
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Users 34050 not found.
Date Deposited:	03 Oct 2023 02:19
Last Modified:	03 Oct 2023 02:19
URI:	http://repository.unsri.ac.id/id/eprint/129497

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