EXAMINING THE IMPACT OF BRAND IMAGE, KOREAN WAVE, FANATISCM, AND NCT DREAM BRAND AMBASSADOR ON CONSUMER PURCHASE DECISIONS
Keywords:
brand image, brand ambassador, purchase decisionAbstract
An effective marketing strategy will certainly influence consumers in making purchasing decisions. This study aims to analyze the effect of brand image, korean wave, fanaticism and NCT Dream brand ambassador on purchasing decisions for Lemonilo noodles in Jember. The sampling method uses purposive sampling technique. The sample used was 193 respondents from the population of 2020 batch of economics & business faculty students at Universitas Muhammadiyah Jember. The analysis method used is multiple linear regression analysis with the help of SPSS version 23. The results of the partial test research show that brand image, fanaticism and brand ambassadors have a positive and significant effect on purchasing decisions for Lemonilo Noodles, while korean waves have no significant effect on purchasing decisions for Lemonilo Noodles
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