NCT Dreams Fanbase Purchase decision on Somethinc: Korean Wave, Brand Image, and Brand Ambassador

Aufa Ashri Dhamayanti Suanta () and Elwisam Elwisam ()
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Aufa Ashri Dhamayanti Suanta: National University, Faculty of Economics and Business
Elwisam Elwisam: National University, Faculty of Economics and Business

A chapter in Proceedings of the International Conference on Business, Management, Accounting and Sustainable Economy (ICBMASE 2023), 2024, pp 232-241 from Springer

Abstract: Abstract Purpose The Korean wave is still a hot and interesting topic this decade. From the group, Exo switched to BTS and recently to NCT Dream. There is concern in Indonesia regarding consumer behavior regarding products from Korea or those carrying Korean ambassadors such as Somehinc. Therefore, this research aims to examine the determinants of purchasing decisions for Somethinc products, namely the Korean wave, brand image, and brand ambassador. Methodology-The population in this study were Somehinc product users on the NCT Dream fanbase on Twitter. The convenient sampling technique was used for 100 respondents. Data processing uses the SEM model with SmartPLS software version 3.0. Findings-The results of this research show that the influence variables of the Korean wave, brand image, and brand ambassador have a positive and significant effect on purchasing decisions. The variables significantly contributing to the decision to purchase Somethingnc products are brand ambassador, brand image, and Korean wave. Suggestions-There is a need to continue the increased Korean wave to be conditioned to improve purchasing decisions.

Keywords: Korean Wave; Brand Image; Brand Ambassador; Purchase Decision (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-394-8_23

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