Pengaruh Korean Wave, Lifestyle, dan Brand Image terhadap Minat Beli Ulang Album Kpop NCT (Studi Kasus di Group Order Explicit)

Abstract

This study aims to determine The Effect of Korean wave, Lifestyle, and Brand Image on Repurchase Intention for NCT Album K-Pop (Case Study on Group Order Explicit). This research is associative research with the type data used is quantitative data. The data used was obtained form surveys conducted to members of Explicit group order during the research period. The analysis method used is descriptive analysis and multiple linear regression. The population of this study is were members of the Explicit group order. The sampe in this study amounted to 100 people. The results showed that the regression equation model between the independent variabels, Korean wave, Lifestyle, and Brand Image, had a simultaneous influence on the dependent variable, namely Repurchase Itention. Partially, the Korean wave variable has a positive and significant effect on Repurchase Itention, the Lifestyle variable has a positive and significant effect on Repurchase Itention and the Brand Image variable has a positive and significant effect on Repurchase Itention.