Amanah, Afifah Devani (2022) Pengaruh Brand Ambassador, Digital Marketing dan Merchandise terhadap Keputusan Pembelian Produk Lemonilo pada Nctzen Indonesia (The Influence of Brand Ambassador, Digital Marketing and Merchandise on Lemonilo Product Purchase Decisions at Nctzen Indonesia). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
The spread of Hallyu or the Korean wave over the past few years has continued to increase. The Korean wave or Hallyu has a variety of products ranging from Kdrama, Film, Music (K-pop), Fashion and also food from South Korea which is now common among Indonesian people. Currently, what is really enjoyed by the Indonesian people, from teenagers to adults, both women and men, starting from their teens to their tens, is K-Pop. K-pop has an important role in popularizing the Korean wave in Indonesia. This study uses a quantitative method by using a questionnaire in the form of a google form as the instrument. The population in this study was NCTZEN who had bought Lemonilo x NCT Dream products. The sample in this study used nonprobability sampling with purposive sampling of 96 respondents. The data analysis technique in this research is the instrument test, classical assumption test, multiple linear regression, determination test and hypothesis testing. The results of this research show that together the independent variables have an influence on purchasing decisions. Keywords : Brand Ambassador, Digital Marketing, Merchandise
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | BRAND AMBASSADOR, DIGITAL MARKETING, MERCHANDISE, KEPUTUSAN PEMBELIAN |
| Subjects: | H Social Sciences > HN Social history and conditions. Social problems. Social reform |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Administrasi Bisnis |
| Depositing User: | 1121800073 Afifah Devani Amanah |
| Date Deposited: | 04 Nov 2022 03:09 |
| Last Modified: | 04 Nov 2022 03:09 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/16515 |
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