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Nur Hanifah
Universitas Pradita, Banten
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Analisis Pengaruh Strategi Promosi, Loyalitas dan Kepuasan Hidup Penggemar terhadap Niat Pembelian Kembali Album NCT Dream Nur Hanifah; Nur Amalyna Yusrin
Reviu Akuntansi, Manajemen, dan Bisnis Vol 4 No 1 (2024): Juni
Publisher : Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/rambis.v4i1.3043

Abstract

Purpose: This study aims to examine the influence of promotional strategies, fan loyalty, and life satisfaction on the intention to repurchase the NCT Dream album. Research methodology: A quantitative approach was used to collect data through questionnaires and data analysis techniques using regression with the SPSS 26 software. Results: The research results show that promotional strategies, loyalty and fan life satisfaction have a positive influence on repurchase intentions. Limitations: This research only focuses on NCT Dream fans in Indonesia; it was also conducted for 10 months so that fans’ repurchase intentions may change over this long period. Contribution: This research can be used by sellers who have a target market for fans of the boy group NCT Dream.  
Co-Authors Yusrin, Nur Amalyna