The Influence of Brand Ambassadors on Repurchase Intention with Impulsive Buying as Mediating Variable of TOS X NCT Dream Products at NCTZEN Surabaya
DOI:
https://doi.org/10.30651/iconemba.v2i1.30152Keywords:
Include at least, 5 keywords or phrasesAbstract
The increasing popularity of K-pop fandom-based marketing strategies in Indonesia is considered effective in building emotional closeness and increasing consumer loyalty. This study aims to determine the effect of Brand ambassador (X) on Repurchase intention (Y) with Impulsive buying (Z) as a mediating variable for the TOS TOS X NCT DREAM product among K-pop fans, particularly NCTZEN in Surabaya. The research method used here is quantitative, utilizing descriptive and explanatory approaches. The data collection technique was carried out through an online questionnaire distributed to 113 respondents who were NCTZEN in Surabaya and had purchased TOS TOS X NCT DREAM products. The data analysis technique used Partial Least Square - Structural Equation Modeling (PLS-SEM) with the help of SmartPLS 4.0 software. The results of the study show that: (1) Brand ambassador has a direct effect on Repurchase intention; (2) Brand ambassador has a significant effect on Impulsive buying; (3) Impulsive buying has a significant effect on Repurchase intention; and (4) Impulsive buying is proven to be a mediating variable in the relationship between Brand ambassador and Repurchase intention. So, it is clear that partnering with K-pop idol Brand ambassadors can encourage impulse purchases and create stronger customer loyalty because it makes people more likely to buy again.
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