Yovita, Azizah Salma and , Dr. Edy Purwo Saputro, S.E,. M.Si (2022) Pengaruh Nct Dream Sebagai Brand Ambassador Terhadap Keputusan Pembelian Lemonilo. Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
This research is a study that looks at the influence of NCT Dream as a Brand Ambassador on Lemonilo's Purchase Decision. The purpose of this study was to determine how the influence of NCT Dream as a brand ambassador on Lemonilo's purchasing decisions. In this study using quantitative methods with an explanatory design that aims to test the relationship and influence of one variable with another variable by testing the hypothesis. The data collection is done by distributing questionnaires to the sample who are followers of the Twitter account @nctzenbase and analyzing the data using a simple linear regression analysis technique. The results of this study indicate that there is a positive and significant influence of brand ambassadors on purchasing decisions. The results of the coefficient of determination show that NCT Dream as a brand ambassador has an effect of 46.5% on purchasing decisions.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Brand ambassador, purchasing decision, S-O-R theory |
| Subjects: | H Social Sciences > HE Communications |
| Divisions: | Fakultas Ilmu Komunikasi dan Informatika > Ilmu Komunikasi |
| Depositing User: | AZIZAH SALMA YOVITA |
| Date Deposited: | 22 Nov 2022 03:41 |
| Last Modified: | 22 Nov 2022 03:42 |
| URI: | http://eprints.ums.ac.id/id/eprint/106137 |
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