Triana Putri, Hilda (2024) PENGARUH NEO CULTURE TECHNOLOGY (NCT 127) SEBAGAI BRAND AMBASSADOR TERHADAP KEPUTUSAN PEMBELIAN PASTA GIGI CLICK (Survey pada Penggemar NCT di Instagram). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
Currently, many local products use South Korean artists as brand ambassadors. One of the products that uses a Korean brand ambassador is the Click toothpaste product. This research aims to find out how the influence of Neo Culture Technology (NCT 127) as a Brand Ambassador has on the decision to purchase Click Toothpaste among NCT fans on Instagram using the S-O-R theory. The approach used in research is quantitative. This research used a simple random sampling technique and distributed questionnaires to 100 samples who were @nct Instagram followers. The results of the research shows that the influence of NCT 127 as Brand Ambassador is 21.1% on the decision to purchase Click toothpaste while the rest is influenced by other variables outside this research.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Saat ini banyak produk lokal yang menggunakan artis asal korea selatan sebagai brand ambassador. Salah satu produk yang menggunakan brand ambassador asal korea ialah produk pasta gigi Click. Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh Pengaruh Neo Culture Technology (NCT 127) Sebagai Brand Ambassador Terhadap Keputusan Pembelian Pasta Gigi Click pada penggemar NCT di Instagram dengan menggunakan teori S-O-R. Pendekatan yang digunakan dalam penelitian ialah kuantitatif. Penelitian ini menggunakanteknik simple random sampling dan menyebarkan kuesioner kepada 100 sampel yang merupakan followers Instagram @nct. Hasil dari penelitian menunjukkan menunjukkan bahwa pengaruh NCT 127 sebagai Brand Ambassador sebesar 21,1% terhadap keputusan pembelian pasta gigi Click sedangkan sisanya dipengaruhi oleh variabel lain diluar penelitian ini. | |||||||||
| Uncontrolled Keywords: | Brand Ambassador, Purchase Decision, S-O-R Theory Brand Ambassador, Keputusan Pembelian, Teori S-O-R | |||||||||
| Subjects: | Communication > Communication (General) | |||||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
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| Depositing User: | - Hilda Triana Putri - | |||||||||
| Date Deposited: | 01 Apr 2024 11:53 | |||||||||
| Last Modified: | 01 Apr 2024 11:53 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/34451 |
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