THAHIRA, FADLA ZAHRANI FAZRINA (2025) PENGARUH BRAND AMBASSADOR, LIFESTYLE , BRAND IMAGE NCT 127 TERHADAP SUSTAINABLE PURCHASE DECISION PRODUCT NATURE REPUBLIC PADA PENGGEMAR NCT 127 (Studi pada Generasi Z di DKI Jakarta). S1 thesis, Universitas Mercu Buana Jakarta - Menteng.
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh Brand Ambassador NCT 127, Lifestyle, Brand Image terhadap Sustainable Purchase Decision pada produk Skincare Nature Republic oleh penggemar. Objek dalam penelitian ini adalah penggemar Generasi Z di DKI Jakarta yang sudah membeli dan menggunakan produk skincare Nature Republic. Sampel yang akan dipergunakan sebanyak 175 responden, yang di peroleh oleh metode purposive samping. Metode penelitian yang akan digunakan adalah metode kuantitatif dengan pengumpulan data menggunakan metode survey. Metode analisis data yang digunakan dalam penelitian ini adalah SEM (Structural Equation Mode) menggunakan perangkat lunak SmartPLS 4.0. Menggunakan pendekatan kuantitatif dengan metode survey dan teknik SEM-PLS, penelitian ini menguji hubungan ketiga variabel terhadap sustainable purchase decision. Hasil penelitian diharapkan memberikan kontribusi teoritis serta kontribusi teoritis untuk menambah wawasan dan ilmu pengetahuan tentang pengaruh Brand Ambassador, Lifestyle, Brand Image terhadap Sustainable Purchase Decision pada produk Skincare Nature Republic. This research aims to analyze the influence of NCT 127 Brand Ambassador, Lifestyle Brand Image on Sustainable Purchase Decision for Nature Republic Skincare products. The research method used was quantitative, with data collection using a survey method. The object of this research is Generation Z in DKI Jakarta who have purchased and used Nature Republic skincare products. The sampe used was 175 respondents, obtained using the purposive sampling method. The data analysis method used in this study was SEM (Structural Equation Mode) using SmartPLS 4.0 software. Using a quantitative approach with survey methods and SEM-PLS analysis techniques, this research examines the relationship among the three independent variables on sustainable purchase decision. The result are expected to provide theoretical contributions and broaden knowledge about the influence of Brand Ambassador, Lifestye, Brand Image on Sustainable Purchase Decision for Nature Republic Skincare products.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 43121010427 |
| Uncontrolled Keywords: | Brand Ambassador NCT 127, Lifestyle, Brand Image, Sustainabe Purchase Decision, Produk Skincare Nature Republic, Penggemar NCT 127 NCT 127 Brand Ambassador, Lifestyle, Brand Image, Sustainable Purchase Decision, Nature Republic Skincare Products, NCT 127 Fans |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | ZAIRA ELVISIA |
| Date Deposited: | 27 Feb 2026 02:03 |
| Last Modified: | 27 Feb 2026 02:03 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/101209 |
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