PENGARUH IDOL KPOP NCT127 SEBAGAI BRAND AMBASSADOR TERHADAP BRAND IMAGE SERTA KEPUTUSAN PEMBELIAN PRODUK NU GREEN TEA

Abstract

The purpose of this study is to find out what is the effect of NCT127 as a brand ambassador on the brand image of Nu Green Tea products, then is brand ambassadors and brand image can also have an influence on purchasing decisions for Nu Green Tea products. This study uses quantitative

research methods and uses questionnaires as a data collection technique and then analyzes the data using the SEM (Structural Equation Modeling) method. This study gives results, that the relationship between brand ambassadors and brand image variables has a significant influence where the P value is below 0.05, then for a brand image variable it is proven to be able to influence purchasing decisions and gain trust from consumers, while the selection of NCT127 brand ambassadors is also proven influence to create a consumer purchasing decision mindset. Thus it can be stated that all the variables of this study, which is Brand Ambassador variable, Brand Image variable, and Purchase Decision variable have a significant effect.

Keywords: Brand Ambassador, Brand Image, Purchasing Decision.