Proceedings of the International Conference on Business, Management, Accounting and Sustainable Economy (ICBMASE 2023)

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

Authors
Aufa Ashri Dhamayanti Suanta1, Elwisam Elwisam1, *
1Faculty of Economics and Business, National University, Jakarta, Indonesia
*Corresponding author. Email: elwisam@civitas.unas.ac.id
Corresponding Author
Elwisam Elwisam
Available Online 2 May 2024.
DOI
10.2991/978-94-6463-394-8_23How to use a DOI?
Keywords
Korean Wave; Brand Image; Brand Ambassador; Purchase Decision
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.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Business, Management, Accounting and Sustainable Economy (ICBMASE 2023)
Series
Advances in Economics, Business and Management Research
Publication Date
2 May 2024
ISBN
978-94-6463-394-8
ISSN
2352-5428
DOI
10.2991/978-94-6463-394-8_23How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Aufa Ashri Dhamayanti Suanta
AU  - Elwisam Elwisam
PY  - 2024
DA  - 2024/05/02
TI  - NCT Dreams Fanbase Purchase decision on Somethinc: Korean Wave, Brand Image, and Brand Ambassador
BT  - Proceedings of the International Conference on Business, Management, Accounting and Sustainable Economy (ICBMASE 2023)
PB  - Atlantis Press
SP  - 232
EP  - 241
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-394-8_23
DO  - 10.2991/978-94-6463-394-8_23
ID  - Suanta2024
ER  -