FAKTOR-FAKTOR YANG MEMPENGARUHI PERILAKU KONSUMEN (STUDI FENOMENOLOGI PADA NCTZEN DALAM KEPUTUSAN PEMBELIAN PRODUK LEMONILO X NCT DREAM)

Nitchia Rahma Althafia, NIM.: 19107030038 (2023) FAKTOR-FAKTOR YANG MEMPENGARUHI PERILAKU KONSUMEN (STUDI FENOMENOLOGI PADA NCTZEN DALAM KEPUTUSAN PEMBELIAN PRODUK LEMONILO X NCT DREAM). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The popularity of Korean culture in Indonesia, one of which is K-pop music, makes business people compete to attract public interest by using brand ambassador marketing strategies. PT Lemonilo is a company that uses brand ambassadors as a means to increase sales by making NCT Dream a brand ambassador. However, in purchasing the Lemonilo x NCT Dream instant noodles, NCTzens didn’t necessarily like and finished all the products they bought. They were only interested in the bonus that was in the Lemonilo noodle packaging, namely the photocard. This study aims to analyze the factors that influence NCTzen in purchasing decisions for Lemonilo x NCT Dream products. This study uses qualitative research with a phenomenological approach. Data collection is done by interview, observation, and documentation. The subjects in this study were NCTzens who bought Lemonilo x NCT Dream noodles. The results of this study indicate that the behavior of NCTzens consuming Lemonilo noodles has influencing factors. First is cultural factors which include culture and sub-culture, the second factors is social factors which include reference groups and family, the third is personal factors which include work and economic environment, personality and self-concept, the fourth is psychological factors which include motivation, perception, belief, and attitude. The decision to purchase Lemonilo noodles by NCTzen, which was influenced by the brand ambassador NCT Dream, went through three stages of purchasing decisions, namely problem recognition, information search, and purchasing decisions.

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