Rahmawati, Putri Dewi and , Dra. Wuryaningsih Dwi Lestari, M.M (2023) Pengaruh Brand Ambassador NCT 127 Dan Korean Wave Terhadap Keputusan Pembelian Melalui Brand Image Sebagai Variabel Intervening Pada Produk Nature Republic. Skripsi thesis, Universitas Muhammadiyah Surakarta.
![[img]](http://eprints.ums.ac.id/style/images/fileicons/application_pdf.png) |
PDF (Naskah Publikasi)
FILE PUBLIKASI (1).pdf Download (356kB) |
|
PDF (Surat Pernyataan Publikasi)
Surat-Pernyataan-Publikasi.pdf Restricted to Repository staff only Download (297kB) | Request a copy |
Abstract
This study aims to investigate the influence of NCT 127 and Korean wave brand ambassadors on purchasing decisions through brand image as an intervening variable. The brand ambassadors of NCT 127 were chosen as the focus of this study because of their high popularity and influence on K-pop fans around the world. The Korean wave has also become a global phenomenon with the increasing popularity of K-pop and Korean culture. In this study, the survey method was used to collect data from respondents who are K-pop fans and have knowledge of NCT 127. Data analysis was performed using regression analysis and path analysis to examine the relationship between the variables studied. The results of this study are expected to provide a better understanding of how brand ambassadors and the Korean wave influence purchasing decisions through brand image formation. This discovery can provide benefits for marketers in developing effective marketing strategies in the entertainment and popular culture industries.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | brand ambassador, korean wave, purchase decision, brand image |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | PUTRI DEWI RAHMAWATI |
| Date Deposited: | 15 Jul 2023 03:24 |
| Last Modified: | 15 Jul 2023 03:24 |
| URI: | http://eprints.ums.ac.id/id/eprint/113660 |
Actions (login required)
 |
View Item |
