Pengaruh Brand Image Personal Horror Terhadap Minat Beli Produk Band Merch. (The Influence of Personal Horror Brand Image on Buying Merch Band Products).

Akbar, Risqi Ramadhani (2022) Pengaruh Brand Image Personal Horror Terhadap Minat Beli Produk Band Merch. (The Influence of Personal Horror Brand Image on Buying Merch Band Products). Undergraduate thesis, S1.

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Abstract

This study aims to determine the level of influence of personal horror brand image on the purchase intention of band merch products. The theory used is S.R Theory (Stimulus, Organism, Response). The theory relates between communication messages and reactions. The method used in this research is a quantitative method. By using a questionnaire in drawing conclusions from the data. The sampling technique in this study used simple random sampling. Based on the research that has been done, the researchers draw the conclusion that there is a significant influence of personal horror brand image on buying interest in merch band products. The correlation coefficient is 0.611 with a tendency of influence of 32.1%. The communicant is able to receive and process the stimulus from personal horror so that there is a change in attitude, namely the communicant's interest in buying merch bands is 32.1%.

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