Image of PENGARUH BRAND AMBASSADOR DAN FANATISME PENGGEMAR NCT DREAM TERHADAP NIAT UNTUK MEMBELI PRODUK SOMETHINC (Survei Online Pada Followers Instagram Penggemar NCT DREAM Palembang)

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PENGARUH BRAND AMBASSADOR DAN FANATISME PENGGEMAR NCT DREAM TERHADAP NIAT UNTUK MEMBELI PRODUK SOMETHINC (Survei Online Pada Followers Instagram Penggemar NCT DREAM Palembang)

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As a result of globalization, many cultures have entered Indonesia, one of which is Korean culture. South Korean products that are currently very loved by Indonesian people, especially teenagers in Indonesia, are Kpop. With a culture of consumptive behavior, fans form loyalty. These activities are temporary pleasure with the aim of satisfying themselves, therefore This study aims to find out: 1) the influence of brand ambassadors on the intention to buy something, 2) the influence of fanaticism of NCT Dream fans on the intention to buy something. The theory used is Theory of Reasoned Action from Fishbein & Ajzen. The population in this study are NCT Dream fans located in Palembang. This research is a quantitative research with. The method used is non-probability sampling with a purposive sampling approach. Data was collected using a questionnaire. The sample used in this study amounted to 88 respondents. Data analysis used the Structural Equation Model (SEM) which was processed using SmartPLS 3 software. The results of this study show that: 1) brand ambassadors influence the intention to buy something something 2) fanaticism influences the intention to buy Somethinc product Keyword : Brand ambassador, fanatic fandom, intention to purchase

Availability
Inventory Code Barcode Call Number Location Status
2307006095T129497T1294972023Central Library (Referens)Available but not for loan - Not for Loan
Detail Information
Series Title
-
Call Number
T1294972023
Publisher
Inderalaya : Prodi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sriwijaya.,
Collation
iii, 85 hlm.; Ilus.; 29 cm
Language
Indonesia
ISBN/ISSN
-
Classification
302.23 7
Content Type
Text
Media Type
unmediated
Carrier Type
-
Edition
-
Subject(s)
Jurusan Ilmu Komunikasi
Media Komunikasi, Media Massa
Specific Detail Info
-
Statement of Responsibility
Other version/related

No other version available

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