The Influence of NCT 127 Brand Ambassador Usage on Nu Green Tea Purchase Decision through Brand Awareness as an Intervening Variable among NCTzen Malang"

Hans  Febrian; Seno Aji  Wahyono; Yasin Nur  Rohim

doi:10.55927/ijbae.v3i1.7839

Authors

Hans Febrian Ma Chung University
Seno Aji Wahyono Ma Chung University
Yasin Nur Rohim Ma Chung University

DOI:

https://doi.org/10.55927/ijbae.v3i1.7839

Keywords:

Brand Ambassador, Awareness, Purchase Decision

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.

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