PENGARUH BRAND AMBASSADOR DAN PROMOSI PENJUALAN TERHADAP KEPUTUSAN PEMBELIAN ULANGPADA PRODUK MIE LEMONILO EDISI NCT DREAM (Studi Kasus pada Penggemar NCT Dream di Indonesia)

Esti, Afani (2023) PENGARUH BRAND AMBASSADOR DAN PROMOSI PENJUALAN TERHADAP KEPUTUSAN PEMBELIAN ULANGPADA PRODUK MIE LEMONILO EDISI NCT DREAM (Studi Kasus pada Penggemar NCT Dream di Indonesia). Skripsi thesis, UIN Prof.K.H Saifuddin Zuhri.

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Abstract

The use of brand ambassadors is one of the efforts made by companies to increase their sales volume. Therefore, Lemonilo chose NCT Dream as its new brand ambassador. NCT Dream is a boyband that is being favored by the public, especially the young generation. Other than making NCT Dream the brand ambassado, Lemonilo have the other strategy it is on sales promotion. Lemonilo gives a bonus photocard with NCT Dream members' pictures on Lemonilo noodle packaging randomly. This made NCT Dream fans enthusiastic to buy NCT Dream edition Lemonilo noodles. This study aims to determine the influence of brand ambassador and sales promotion on the repurchase decisions of NCT Dream Lemonilo Special Editions. ……………………… The method used in this research is quantitative with a non-probability sampling technique, namely the purposive sampling method with a sample size of 150. Researchers determine that there are nine indicators that influence repurchase decisions: product repurchase, repeat behavior, visibility, credibility, attractiveness, strength, communication, incentive, and invitation. The results of this study indicate that both brand ambassador and sales promotion variables have an influence on repurchase decisions. It is also known, based on the results of the f test, that brand ambassadors and sales promotions simultaneously influence the repurchase decision variable. Keyword: Brand Ambassador, Sales Promotion, Repurchase Decisions

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