Fitriani, Natasya Melda (2026) Pengaruh Idol K-Pop Neo Culture Technology (NCT) Dream Sebagai Brand Ambassador Dan Brand Image Terhadap Minat Beli Produk Snack Tostos (Studi Kasus Pada Penggemar NCT Dream di Kota Surabaya). Undergraduate thesis, UPN Veteran JawaTimur.
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Abstract
This study aims to determine and analyze the influence of Brand Ambassador and Brand Image on the purchasing interest of TosTos x NCT Dream snack products among NCT Dream fans in Surabaya. This study uses a quantitative approach with an associative research type. Data collection in this study uses a questionnaire. The population in this study are NCT Dream fans in Surabaya. The sample used consisted of 100 respondents selected using non-probability sampling and purposive sampling techniques, with the criteria being NCT Dream fans in Surabaya City who were at least 17 years old and had purchased TosTos x NCT Dream snacks more than once. Data analysis was performed using multiple linear regression with the help of SPSS 27. The results of this study indicate that Brand Ambassador and Brand Image simultaneously have a significant effect on the purchase interest of TosTos snack products, as evidenced by Fcount 36.853 > Ftable 2.70 with a sig value < 0.001. Partially, Brand Ambassador significantly affects the purchase intention of TosTos snack products, as evidenced by tcount 4.485 > ttable 1.984 with a sig value < 0.001. Partially, Brand Image does not significantly influence the purchase intention of TosTos snack products, as evidenced by tcount 1.645 < ttable 1.984 with a sig value of 0.103. Keywords: Brand Ambassador, Brand Image, Purchase Intention
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | J Political Science > JF Political institutions (General) > JF1338-2112 Public administration | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | natasya melda | ||||||||
| Date Deposited: | 06 Mar 2026 04:12 | ||||||||
| Last Modified: | 12 Mar 2026 02:05 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/50234 |
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