{"title":"以 NCTzen Malang 的品牌意识为干预变量，研究 NCT 127 品牌大使的使用对 Nu 绿茶购买决策的影响\"。","authors":"Hans Febrian, Seno Aji Wahyono, Yasin Nur Rohim","doi":"10.55927/ijbae.v3i1.7839","DOIUrl":null,"url":null,"abstract":"This study aimed to investigate the impact of the NCT 127 brand ambassador on purchase decisions, with brand awareness serving as a mediating factor. This study used a descriptive causal approach to explore how the NCT 127 brand ambassador affects purchase decisions, mediated by brand awareness. It focused on NCT 127 fans in Malang City, with a 100-person sample determined using the Cochran formula. Analyses included instrument, classical assumption tests, path analysis, coefficient of determination, and partial t-tests. The results show the brand ambassador significantly impacts brand awareness (<0.05), positively affecting purchase decisions. Path analysis indicates 84% of decisions link to brand awareness and the ambassador, confirming brand awareness' mediating role.","PeriodicalId":486538,"journal":{"name":"International Journal of Business and Applied Economics","volume":"68 7","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2024-02-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"The Influence of NCT 127 Brand Ambassador Usage on Nu Green Tea Purchase Decision through Brand Awareness as an Intervening Variable among NCTzen Malang\\\"\",\"authors\":\"Hans Febrian, Seno Aji Wahyono, Yasin Nur Rohim\",\"doi\":\"10.55927/ijbae.v3i1.7839\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"This study aimed to investigate the impact of the NCT 127 brand ambassador on purchase decisions, with brand awareness serving as a mediating factor. This study used a descriptive causal approach to explore how the NCT 127 brand ambassador affects purchase decisions, mediated by brand awareness. It focused on NCT 127 fans in Malang City, with a 100-person sample determined using the Cochran formula. Analyses included instrument, classical assumption tests, path analysis, coefficient of determination, and partial t-tests. The results show the brand ambassador significantly impacts brand awareness (<0.05), positively affecting purchase decisions. Path analysis indicates 84% of decisions link to brand awareness and the ambassador, confirming brand awareness' mediating role.\",\"PeriodicalId\":486538,\"journal\":{\"name\":\"International Journal of Business and Applied Economics\",\"volume\":\"68 7\",\"pages\":\"\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2024-02-01\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"International Journal of Business and Applied Economics\",\"FirstCategoryId\":\"0\",\"ListUrlMain\":\"https://doi.org/10.55927/ijbae.v3i1.7839\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Business and Applied Economics","FirstCategoryId":"0","ListUrlMain":"https://doi.org/10.55927/ijbae.v3i1.7839","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
The Influence of NCT 127 Brand Ambassador Usage on Nu Green Tea Purchase Decision through Brand Awareness as an Intervening Variable among NCTzen Malang"
This study aimed to investigate the impact of the NCT 127 brand ambassador on purchase decisions, with brand awareness serving as a mediating factor. This study used a descriptive causal approach to explore how the NCT 127 brand ambassador affects purchase decisions, mediated by brand awareness. It focused on NCT 127 fans in Malang City, with a 100-person sample determined using the Cochran formula. Analyses included instrument, classical assumption tests, path analysis, coefficient of determination, and partial t-tests. The results show the brand ambassador significantly impacts brand awareness (<0.05), positively affecting purchase decisions. Path analysis indicates 84% of decisions link to brand awareness and the ambassador, confirming brand awareness' mediating role.
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