PENGARUH BRAND AMBASSADOR NCT DREAM, SOCIAL MEDIA MARKETING, DAN E-WOM TERHADAP PURCHASE INTENTION SNACK TOS TOS OLEH NCTZEN

Honora, Clarissa (2024) PENGARUH BRAND AMBASSADOR NCT DREAM, SOCIAL MEDIA MARKETING, DAN E-WOM TERHADAP PURCHASE INTENTION SNACK TOS TOS OLEH NCTZEN. Skripsi thesis, Universitas Tarumanagara.

Text Clarissa Honora 115200337 JA.pdf Download (1MB)

Abstract

(A) CLARISSA HONORA (115200337)
(B) THE EFFECT OF NCT DREAM BRAND AMBASSADOR, SOCIAL
MEDIA MARKETING, AND E-WOM ON PURCHASE INTENTION OF
TOS TOS SNACK BY NCTZEN
(C) XVII + 92 Pages, 31 Tables, 6 Pictures, 18 Attachment
(D) MARKETING MANAGEMENT
(E) This research aims to examine the influence of NCT Dream brand
ambassador, social media marketing, and electronic word of mouth on
purchase intention of Tos Tos snack by NCTzen. The population in this
study is NCTzen (NCT Dream fans). Respondent data was collected
through distributing questionnaires with a Likert scale conducted online
via Google Form from the end of May to June 2024. The sample in this
study was 217 respondents who were NCTzens who knew about the
collaboration of snack X NCT Dream. For the data processing stage, this
research used PLS-SEM with the help of SmartPLS 4 software. The results
of this research show that NCT Dream brand ambassadors, social media
marketing, and electronic word of mouth (E-WOM) has a positive and
significant influence on the purchase intention of Tos Tos snacks by
NCTzen.
Keywords: NCT Dream brand ambassador, social media marketing,
electronic word of mouth, purchase intention, snack
(F) Reference list: 48 (1991-2024)
(G) Dr. Miharni Tjokrosaputro S.E., M.M.

(A) CLARISSA HONORA (115200337)
(B) PENGARUH BRAND AMBASSADOR NCT DREAM, SOCIAL MEDIA
MARKETING, DAN E-WOM TERHADAP PURCHASE INTENTION
SNACK TOS TOS OLEH NCTZEN
(C) XVII + 92 Halaman, 31 Tabel, 6 Gambar, 18 Lampiran
(D) MANAJAMEN PEMASARAN
(E) Penelitian ini bertujuan untuk menguji pengaruh duta merek NCT Dream,
pemasaran media sosial, dan informasi elektronik dari mulut ke mulut
terhadap niat membeli snack oleh NCTzen. Populasi dalam penelitian ini
yaitu NCTzen (penggemar NCT Dream). Pengumpulan data responden
diperoleh melalui penyebaran kuesioner dengan skala Likert yang
dilakukan secara online melalui google form pada akhir bulan Mei sampai
dengan Juni 2024. Jumlah sampel pada penelitian ini sebesar 217
responden yang merupakan NCTzen yang mengetahui kolaborasi snack X
NCT Dream. Untuk tahap pengolahan data, penelitian ini menggunakan
PLS-SEM dengan bantuan software SmartPLS 4. Hasil penelitian ini
menunjukan bahwa duta merek NCT Dream, pemasaran media sosial, dan
informasi elektronik dari mulut ke mulut memiliki pengaruh positif dan
signifikan terhadap niat membeli snack.
Keywords: brand ambassador, social media marketing, E-WOM, purchase
intention, snack
(F) Daftar pustaka: : 48 (1991-2024)
(G) Dr. Miharni Tjokrosaputro S.E., M.M.

Item Type:	Thesis (Skripsi)
Subjects:	Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi
Divisions:	Fakultas Ekonomi > Manajemen
Depositing User:	FE Perpus
Date Deposited:	10 Jun 2025 04:02
Last Modified:	10 Jun 2025 04:02
URI:	https://repotest.untar.ac.id/id/eprint/47046

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