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All Journal International Journal of Business and Applied Economics (IJBAE)
Febrian, Hans
Unknown Affiliation
Decision Sciences, Operations Research & Management

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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 Rohim, Yasin Nur Wahyono, Seno Aji