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All Journal eMBeJi : Manajemen dan Bisnis Jurnal
Zamala, Ajeng Aini
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Daya Tarik Enhypen Sebagai Brand Ambassador, Brand Awareness, dan Loyalitas Fandom Terhadap Minat Beli Produk Zamala, Ajeng Aini; Astanti, Anis Dwi; Adianto, Shochib
Manajemen & Bisnis Jurnal Vol 12 No 1 (2026): Vol 12 No 1 2026
Publisher : Magister Manajemen Universitas Wisnuwardhana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37303/embeji.v12i1.322

Abstract

This study aims to analyze the effect of Enhypen's attractiveness as a brand ambassador, brand awareness, and fandom loyalty on the purchasing interest of Nabati x Enhypen collaboration products among Enhypen fans in Indonesia. The data used are primary data obtained through the distribution of questionnaires to Enhypen fans in Indonesia. The research method used is a quantitative approach with a purposive sampling technique. The sample size in this study is 105 respondents who meet the research criteria. Data analysis was conducted using multiple linear regression analysis. The results of the study indicate that the attractiveness of the Enhypen brand ambassador does not have a significant effect on purchase intention, while brand awareness and fandom loyalty have a positive and significant effect on purchase intention. Simultaneously, the three independent variables have a significant effect on purchase intention.
Co-Authors Adianto, Shochib Astanti, Anis Dwi