PENGARUH BRAND AMBASSADOR TERHADAP PURCHASE INTENTION DENGAN FANDOM IDOL KOREA SEBAGAI MODERASI

The strong influence of fandom has led many companies in Indonesia to work with Korean celebrities. In this research, researchers study how Korean idols (K-pop) can influence the purchase intention of fans of products that make Korean celebrities as brand ambassadors. This research will examine how brand ambassadors affect purchase intention. Then the researcher will test the moderation relationship on Fandom, Brand Ambassador, and Purchase Intention. This research was conducted on 100 respondents aged at least 17 years old who knew the Lemonilo x NCT DREAM campaign and followed Lemonilo’s Instagram (@lemonilo). The sample in this research were NCT DREAM fans, namely NCTzen. Sampling was conducted using the Purposive Sampling Technique. This survey was distributed through social media Instagram and Twitter. The data collected through the questionnaire was then analyzed by playing the Partial Least Square, assisted by Smart-PLS. The analysis results show that Brand Ambassador positively and significantly affects Purchase Intention. Fandom also positively and significantly moderates the influence of Brand Ambassador on Purchase Intention