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All Journal Jurnal Pengabdian kepada Masyarakat Nusantara Journal of Sustainable Technology and Applied Science El-Mujtama: Jurnal Pengabdian Masyarakat East Asian Journal of Multidisciplinary Research (EAJMR) Parsimonia: Jurnal Akuntansi, Manajemen dan Bisnis International Journal of Business and Applied Economics (IJBAE) Prosiding Seminar Nasional Ekonomi dan Bisnis Universitas Ma Chung International Journal of Applied and Advanced Multidisciplinary Research (IJAAMR)
Wahyono, Seno Aji
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Religion Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Industrial & Manufacturing Engineering Social Sciences Other

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Journal : International Journal of Business and Applied Economics (IJBAE)

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The Influence of NCT 127 Brand Ambassador Usage on Nu Green Tea Purchase Decision through Brand Awareness as an Intervening Variable among NCTzen Malang" Febrian, Hans; Wahyono, Seno Aji; Rohim, Yasin Nur
International Journal of Business and Applied Economics Vol. 3 No. 1 (2024): January 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijbae.v3i1.7839

Abstract

This study aimed to investigate the impact of the NCT 127 brand ambassador on purchase decisions, with brand awareness serving as a mediating factor. This study used a descriptive causal approach to explore how the NCT 127 brand ambassador affects purchase decisions, mediated by brand awareness. It focused on NCT 127 fans in Malang City, with a 100-person sample determined using the Cochran formula. Analyses included instrument, classical assumption tests, path analysis, coefficient of determination, and partial t-tests. The results show the brand ambassador significantly impacts brand awareness (<0.05), positively affecting purchase decisions. Path analysis indicates 84% of decisions link to brand awareness and the ambassador, confirming brand awareness' mediating role.
Co-Authors Adriana, Erica Basory, Hartomy Akbar Cahyono, Giovanny Zefanya Catharina Aprilia Hellyani Febrian, Hans Fenanda, Zakiah Intan Koto, Fitriza Ferunita Kuswandana, Sheila Aryani Lim, Alex Christian Nugroho, Christephen Adi Rino Tam Cahyadi, Rino Tam Rohim, Yasin Nur Sahala Manalu, Sahala Triwijayanti, Anna Utami, Titah Widyaningrum, Santi