PENGARUH KOLABORASI PEMASARAN STARBUCKS X NCT TERHADAP BRAND LOYALTY NCT PADA NCT-ZEN (Survei pada followers instagram akun @nct)

Indah Nariyatur Rachmah, NIM.: 21107030040 (2025) PENGARUH KOLABORASI PEMASARAN STARBUCKS X NCT TERHADAP BRAND LOYALTY NCT PADA NCT-ZEN (Survei pada followers instagram akun @nct). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The collaboration between Starbucks and K-pop group NCT emerged during a global boycott of Starbucks, which was linked to political and humanitarian concerns. This situation sparked controversy among fans, with some withdrawing support from NCT due to the partnership. This study aims to examine the influence of the Starbucks x NCT marketing collaboration on NCT’s brand loyalty among NCT-zen. The research applies Keller’s Customer-Based Brand Equity (CBBE) theory, which highlights the role of consumer perceptions and experiences in shaping brand loyalty. Using a descriptive quantitative approach, data were gathered through a questionnaire distributed to 100 Instagram followers of the official @nct account. The sample was selected using simple random sampling. The data passed classical assumption tests, and simple linear regression was used to analyze the relationship between variables. The results indicate a significant relationship (p = 0.001), with the marketing collaboration accounting for 9.6% of the variance in brand loyalty (R Square = 0.096). This suggests that while the collaboration has an impact, brand loyalty is shaped by more complex and diverse factors beyond marketing efforts alone. Keywords: Brand Loyalty, Marketing Collaboration, Starbucks, NCT

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