PENGARUH BRAND AMBASSADOR, DIGITAL MARKETING DAN MERCHANDISE TERHADAP KEPUTUSAN PEMBELIAN LEMONILO PADA NCTZEN INDONESIA

Abstract

The spread of Hallyu or the Korean wave over the past few years has continued to increase. The Korean wave or Hallyu has a variety of products ranging from K-drama, Film, Music (K-pop), Fashion and also food from South Korea which is now common among Indonesian people. Currently, what is really enjoyed by the Indonesian people, from teenagers to adults, both women and men, starting from their teens to their tens, is K-Pop. K-pop has an important role in popularizing the Korean wave in Indonesia. This study uses a quantitative method by using a questionnaire in the form of a google form as the instrument. The population in this study was NCTZEN who had bought Lemonilo x NCT Dream products. The sample in this study used non-probability sampling with purposive sampling of 96 respondents. The data analysis technique in this research is the instrument test, classical assumption test, multiple linear regression, determination test and hypothesis testing. The results of this research show that together the independent variables have an influence on purchasing decisions.

Keywords : Brand Ambassador, Digital Marketing, Merchandise