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

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

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)

Article Info

Publish Date
19 Sep 2022

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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Journal Info
Dinasti International Journal of Management Science
Website

Abbrev

DIJMS

Publisher

Dinasti Publisher

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Other

Description

This research was carried out on Build Operate Transfer investment in Business cooperation model to metering system development project by examinated those criterias by technology preparedness level (TKT) evaluation method, Innovation preparedness level and political, social economic, technology, ...