THE IMPACT OF BRAND AMBASSADOR NCT DREAM AND LEMONILO BRAND IMAGE ON PURCHASE DECISION

• Main Author: Azzahra Sahdanira, Nansya
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/77551
• Institution: Institut Teknologi Bandung

K-Pop is a phenomenon that is currently widely known by the public and has an impact on many aspects of people’s lives. The urgency of this research stems from the growing influence of K-Pop culture and its impact on consumer behavior. As the K-Pop phenomenon continues to gain global prominence, more companies are leveraging K-Pop idols as brand ambassadors to enhance their brand image and reach a wider audience. However, despite the widespread use of K-Pop idols as brand ambassadors, there is a need to examine the specific effects of this strategy on brand image and consumer purchase decisions. The relationship between the research variables is crucial to understanding the effectiveness of using NCT Dream as a brand ambassador for Lemonilo products. The primary objective of this research is to find out whether the role of NCT Dream as a brand ambassador impacts Lemonilo’s brand image and influences consumer purchase decisions. The research aims to shed light on the effectiveness of employing K-Pop idols as brand ambassadors and to provide insights into how this strategy can be optimally utilized in the business sector. To achieve these objectives, a quantitative research approach was adopted, and data were collected from 223 respondents who are NCT Dream fans in Indonesia. The purposive sampling technique was used to select the sample, ensuring that it consisted of individuals with a specific interest and affinity towards the K-Pop group. The PLS- SEM analysis was then employed to analyze the data and investigate the relationships between the research variables. The results of the analysis demonstrated the following key findings: 1) Brand ambassador have a positive and significant effect on brand image; 2) Brand ambassador do not have a significant positive effect on purchase decisions; 3) Brand image has a positive and significant effect on purchase decision, and; 4) Brand ambassadors mediate purchase decisions through brand image.