The influence of NCT dream as somethinc brand ambassador on the fandom purchase decision

Salsabila Anggraeni, Muhammad Thoyib Amali

Abstract


The massive expansion of Korean culture, which is more representable as the Korean Wave in Indonesia since the early 2000s with its TV series and now with their food, make-up style, fashion style, and music make many brands use K-Pop stars as their brand ambassador. Brand ambassador itself is a tool for companies to communicate their brand with customers and increase sales. Using the Elaboration Likelihood Model (ELM) as the theoretical approach, this research was conducted to find out about the impact of NCT Dream as the brand ambassador from Somethinc on purchasing decisions using quantitative analysis. After 100 respondents of NCTZen who follow @nctzenbase on Twitter were collected through an online questionnaire, simple linear regression was used to analyze the data. The results of this research showed that NCT Dream, as the brand ambassador, has an impact on the purchasing decisions of Somethinc by 24,8% which is relatively low compared to the other 75,2% factors. Hence, the researcher suggests Somethinc to maximize their promotion in social media marketing, using a beauty influencer, or using a different brand ambassador who has a bigger fan base in Indonesia and for future studies to define the other factors that can influence the purchase decision, such as brand image, E-WOM, and sales promotion.

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References


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DOI: https://doi.org/10.12928/sylection.v3i1.13948

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