RAHMADHANTI, FITRI (2025) PENGARUH CO-BRANDING NCT DAN STARBUCKS TERHADAP MINAT BELI KONSUMEN PASCA BOIKOT PRO ISRAEL (Survey terhadap penggemar NCT dalam akun X @nctzenbase). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Co-branding between NCT and Starbucks is a marketing communication strategy that combines two brands with a wide fan base to increase consumer buying interest. Starbucks is known for its product innovation, while NCT has a loyal global fan base. However, this collaboration faces challenges due to boycotts related to support for Israel, which is considered unethical by some pro-Palestinian consumers, triggering negative reactions and boycott calls. This study uses the positivism paradigm using a survey research method, explanatory type quantitative approach. The population of this study were X @nctzenbase followers and a sample of 90 respondents using a 10% sampling error. The technique used in sample withdrawal is Probability sampling technique. In withdrawing samples using Simple random sampling. This study uses SPSS 27 to conduct Normality, Realibitlas, Validity, Regression, Hypothesis Correlation and Determination Coefficient tests. The results of this research analysis obtained conclusions, namely the T test of t count 8.370> t table 1.987 so that it can be stated that H0 is rejected and H1 is accepted, this shows that the Co-branding variable has a significant probability so that from these results it can be concluded that the NCT and Starbucks Co-branding variable (X) has an effect on the Post-Boycott Pro Israel Consumer Purchase Interest variable (Y). Keywords: Co-branding, Purchase Intention, NCT, Starbucks, Boycott Co-branding antara NCT dan Starbucks merupakan strategi komunikasi pemasaran yang menggabungkan dua merek dengan basis penggemar luas untuk meningkatkan minat beli konsumen. Starbucks dikenal dengan inovasi produknya, sementara NCT memiliki penggemar setia global. Namun, kolaborasi ini menghadapi tantangan akibat boikot terkait dukungan terhadap Israel, yang dianggap tidak etis oleh sebagian konsumen pro-Palestina, memicu reaksi negatif dan seruan boikot. Penelitian ini menggunakan paradigma positivisme dengan menggunakan metode penelitian survei, pendekatan kuantitatif tipe eksplanatif. Populasi dari penelitian ini adalah pengikut X @nctzenbase dan sampel sebanyak 90 responden dengan menggunakan sampling error 10%. Teknik yang digunakan dalam penarikan sampel adalah teknik Probability sampling. Dalam penarikan sampel menggunakan Simple random sampling. Penelitian ini menggunakan SPSS 27 untuk melakukan Uji Normalitas, Realibitlas, Validitas, Regresi, Korelasi Hipotesis dan Koefisien Determinasi Hasil dari analisis penelitian ini memperoleh kesimpulan yaitu Uji T sebesar t hitung 8,370> t tabel 1,987 sehingga dapat dinyatakan bahwa H0 ditolak dan H1 diterima, hal ini menunjukan bahwa variabel Co-branding memiliki probabilitas signifikan sehingga dari hasil tersebut dapat disimpulkan bahwa variabel Cobranding NCT dan Starbucks (X) berpengaruh terhadap variabel Minat Beli Konsumen Pasca Boikot Pro Israel (Y) Kata Kunci: Co-branding, Minat Beli, NCT, Starbucks, Boikot
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