Journal Of Management Science (JMAS)
Vol 7 No 1 (2024): January: Management Science and Field

The Influence of Customer Relationship Management (CRM) and Brand Image on NCT Dream Album Purchase Decisions

Listyanti, Nur Utami (Unknown)

Article Info

Publish Date
22 Jan 2024

Abstract

This quantitative research aims to determine the influence of customer relationship management and brand image on purchasing decisions for NCT Dream products. Researchers used a sample of 100 NCT Dream fan respondents aged over 17 years and domiciled in DKI Jakarta who had ever purchased NCT Dream merchandise or albums. The sampling technique uses purposive sampling and snowball sampling. The data analysis used is the t test using the SmartPLS application. Based on the research results, it can be concluded that customer relationship management has a positive and significant effect on purchasing decisions. Meanwhile, the other independent variable, namely brand image, does not have a positive and significant effect on purchasing decisions.

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Journal Info
Journal Of Management Science (JMAS)
Website

Abbrev

JMAS

Publisher

Institute of Computer Science

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Jurnal Ilmu Manajemen (JMAS) menawarkan analisis yang luas dan luas dari semua permukaan manajemen dan sains. Diterbitkan empat kali per tahun, ini memberikan penekanan pada kemahiran universal dalam metode vital, teknik, dan bidang penelitian. menyajikan kesempatan bagi pembaca untuk berbagi saling ...