NCT Dream's Role as A Brand Ambassador Through Buying Interest in the Purchase Decision of Lemonilo Noodles in Bekasi City

Authors

  • Annisa Roudhotul Jannah Student of Bachelor of Management Program, Bhayangkara University, Greater Jakarta, Indonesia
  • Hadita Lecturer at the Faculty of Economics and Business, Bhayangkara University, Greater Jakarta, Indonesia

DOI:

https://doi.org/10.31933/dijms.v4i1.1399

Keywords:

Brand Ambassador, Purchase Interest, Purchase Decision

Abstract

This study aims to find out how big is the role of NCT DREAM as a Brand Ambassador through Buying Interest in the Purchase Decision of Lemonilo Noodles in Bekasi City. The method used in this study is a quantitative method, which in this study uses accidental sampling technique in determining the sampling method. The basis of the study used 186 respondents to be used as samples in the study, which in this study used primary data obtained by distributing questionnaires to consumers of Lemonilo noodles in Bekasi City. The results show that 1) Brand Ambassador has a significant effect on Buying Interest, 2) Brand Ambassador has no significant effect on Purchase Decisions, 3) Buying Interest has a significant effect on Purchase Decisions, 4) Buying Interest significantly mediates Brand Ambassador's decision. Purchase.

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Published

2022-09-19

How to Cite

Roudhotul Jannah, A., & Hadita. (2022). NCT Dream’s Role as A Brand Ambassador Through Buying Interest in the Purchase Decision of Lemonilo Noodles in Bekasi City. Dinasti International Journal of Management Science, 4(1), 1–10. https://doi.org/10.31933/dijms.v4i1.1399

Issue

Vol. 4 No. 1 (2022): Dinasti International Journal of Management Science (September - October 2022)

Section

Articles

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