Pengaruh Brand Ambassador dan Fanatisme Penggemar terhadap Minat Beli Para K-Popers di Kota Surabaya pada Produk Mie Instan Lemonilo. (The Influence of Brand Ambassadors and Fan Fanaticism on Buying Interest of K-Popers in Surabaya City on Lemonilo Instant Noodle Products)

Novika, Wakida Bella (2022) Pengaruh Brand Ambassador dan Fanatisme Penggemar terhadap Minat Beli Para K-Popers di Kota Surabaya pada Produk Mie Instan Lemonilo. (The Influence of Brand Ambassadors and Fan Fanaticism on Buying Interest of K-Popers in Surabaya City on Lemonilo Instant Noodle Products). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Several local brands have started to make Korean Idol as the Brand Ambassador of the products they offer, one of which is the Brand Ambassador of the Lemonilo instant noodle product, namely NCT Dream which is a boy group from South Korea. A brand ambassador is an advertising supporter or also called a product spokesperson who is chosen from a famous person or unknown person who has an attractive appearance to attract the attention and memory of consumers. The selection of a Brand Ambassador can also trigger fan fanaticism which looks excited. The fanaticism that will be discussed in this study is the fanaticism that hit the fans. This study uses a quantitative research approach with a sampling method, namely non-probability sampling with a sample of 100 respondents. The population in this study were K-Popers in Surabaya aged 17-30 years and the data collection techniques were questionnaires through google form media and data analysis techniques using SPSS version 20 software. t table with a probability value less than 0.05. And based on simultaneous data analysis, F arithmetic is obtained which is greater than F table with a probability value less than 0.05. So it can be concluded that Brand Ambassador and Fanaticism have a significant effect on buying interest. K-Popers in Surabaya on Lemonilo instant noodle products. with a determination value of 51.5% and the remaining 48.5% is influenced by other variables not examined in this study. Keywords: Brand Ambassador, Fan Fanaticism, and Buying Interest

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