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Dedi Iskamto
Universitas Telkom
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Journal : Jurnal Nuansa Akademik: Jurnal Pembangunan Masyarakat

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Impact SMM And BL On Purchase Decision For Brand Love K-Pop Treasure Music Albums Christivany, Christivany; Iskamto, Dedi
Nuansa Akademik: Jurnal Pembangunan Masyarakat Vol. 9 No. 1 (2024)
Publisher : Lembaga Dakwah dan Pembangunan Masyarakat Universitas Cokroaminoto Yogyakarta (LDPM UCY)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47200/jnajpm.v9i4.2190

Abstract

The purpose of this study was to examine the role of brand love as a moderator between the influence of social media marketing and brand loyalty on the choice to buy K-pop treasure music albums. This research uses a quantitative approach combined with descriptive statistics. The number of research samples was 400 samples using the non-probability sample method. This research uses Structural Equation Modeling-Partial Least Square (SEM-PLS). The results showed that brand love has a positive and significant effect on purchasing decisions, Brand Loyalty has a positive and significant effect on brand love, Brand loyalty has a positive and significant effect on purchasing decisions, Social media marketing has a positive and significant effect on brand love, Social media marketing has a positive and significant effect on purchasing decisions. Brand love significantly mediates the relationship between brand loyalty and purchasing decisions, and Brand love significantly mediates the relationship between social media marketing and purchasing decisions
Co-Authors Aftanorhan, Asyraf Afthanorhan, Asraf Afthanorhan, Asyraf Alam, Salman Ramadan Nur Amalia, Erika Asnahwati Asnahwati Asraf Afthanorhan Asyraf Aftanorhan Asyraf Aftanorhan Aulia Fariha Fauzi, Putri Budi Santosa Budi Santosa Chongbang , Nirmal Christalia, Windy Christivany, Christivany Cornelis Dehotman Danang Indrajaya Elida Gultom Fathimatuz, Zahra Galuh Tresna Murti Ghazali , Puspa Liza Ghazali, Puspa Liza Hendrayani Hendrayani Idris, Fahmi Zain Jeli Nata Liyas Jeli Nata Liyas jenita jenita, jenita Juhariyah, Lohana Kurniati Karim Lohana Juariyah Masrida Zasriati Maya Ariyanti Nabila, Syadza Muthi Narti, Seflira Nurvita Trianasari Pramono, Indro Puspa Liza Ghazali Puspa Liza Ghazali Puspa liza Ghazali Putra Budi Ansori Rahmalia, Khaerunnisa Fauziah Ratih Hendayani Ratna Komala Putri Ravi Irfandy Gunawan Rawal, Dipina Sharma Rifa’atul Mahmudah Riski Taufik Hidayah Saladin, Thoriq Seflira Narti Sembiring, Irvandeo Wandinata Siti Syahsudarmi Sri Widiyanesti Teguh Hendra Thoriq Saladin Tory, Fadil Athariq Utami, Eristy Minda Wicaksono, Adryan Edhie Wirdayani Wahab Yulia Harwina Yulihardi Zumarnis, Silfadila