%A NIM.: 16730069 Chiguita Melyana Putri
%O Pembimbing: Dra. Marfuah Sri Sanityastuti, M.Si.
%T PENGARUH BRAND AMBASSADOR BOYBAND NCT DREAM  TERHADAP KEPUTUSAN PEMBELIAN MIE LEMONILO  (ANALISIS REGRESI SEDERHANA PADA PENGGEMAR BOYBAND  NCT DREAM DI YOGYAKARTA)
%X Technological development impacts a company’s marketing of goods or services and requires a proper marketing strategy that customers prefer to its company products rather than others and buy consistently to them. Brand ambassador is used by companies to build up a trust of the company to promote its product and attract customers’ interest in purchase decisions.
This study uses a random sampling technique which takes data from 71 respondents who are NCT Dream fans and also live in Yogyakarta and Mie Lemonilo consumers. The researcher took the data using quantitative methods. The results of this study reveal that brand ambassadors influence small of purchase decision. The conclusion of the study indicates that independent variable X brand ambassador has a 14 % contribution effect on variable Y purchase decision, meanwhile the 86% is influenced by other factors.
%K Brand Ambassador, Purchase Decisions, Fans
%D 2023
%I UIN SUNAN KALIJAGA YOGYAKARTA
%L digilib60765