Pengaruh brand ambassador, perilaku konsumtif, dan fanatisme terhadap keputusan pembelian produk Nature Republic dalam perspektif ekonomi Islam : studi kasus pada konsumen penggemar Boygroup Korea NCT 127 di Indonesia

Nasution, Amelia Nur Azza Rahma (2021) Pengaruh brand ambassador, perilaku konsumtif, dan fanatisme terhadap keputusan pembelian produk Nature Republic dalam perspektif ekonomi Islam : studi kasus pada konsumen penggemar Boygroup Korea NCT 127 di Indonesia. Undergraduate (S1) thesis, Universitas Islam Negeri Walisongo Semarang.

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Abstract

Boygroup NCT 127 menjadi salah satu boygroup asal Korea Selatan yang memiliki tingkat kepopularitasan yang besar dimata masyarakat lokal maupun internasional. Kpop menjadi salah satu trend yang tengah mendunia dan secara tidak langung membuat beberapa orang khususnya fans Kpop berperilaku konsumtif. Perilaku konsumtif tersebut didasari dari rasa fanatisme penggemar sebagai bentuk dukungan terhadap idolanya. Situasi ini menjadikan Nature Republic memilih boygroup NCT 127 menjadi brand ambassador sebagai salah satu strategi promosi. Tujuan dari penelitian ini yaitu untuk mengetahui bagaimana pengaruh brand ambassador, perilaku konsumtif, dan fanatisme terhadap keputusan pembelian produk Nature Republic dan bagaimana menurut pandangan Ekonomi Islam. Penelitian ini menggunakan jenis penelitian library research (kepustakaan) dengan pendekatan kuantitatif, dimana jenis penelitian tersebut memiliki metode penelitian yang dapat menguji teori-teori tertentu dengan meneliti hubungan antar variable. Berdasarkan hasil pengujian dan penjelasan dalam penelitian ini dapat disimpulkan brand ambassador dan perilaku konsumtif berpengaruh signifikan terhadap keputusan pembelian produk Nature Republic, sedangkan fanatisme tidak berpengaruh terhadap keputusan pembelian produk Nature Republic dan dalam Ekonomi Islam perilaku konsumtif, fanatisme, dan keputusan pembelian haruslah seimbang supaya mendapatkan manfaat didunia dan di akhirat dan supaya tidak melanggar aturan agama yang berlaku. Nature Republic diharapkan dapat mempertahankan penggunaan brand ambassador dalam strategi promosinya dengan memilih brand ambassador yang cocok untuk menggambarkan image Nature Republic karena brand ambassador sangat berpengaruh terhadap keputusan pembelian.

ABSTRACT
Boygroup NCT 127 is one of the boy groups from South Korea which has a large level of popularity in the eyes of both local and international communities. Kpop is becoming a global trend and indirectly making some people, especially Kpop fans, behave consumptively. This consumptive behavior is based on fanaticism as a form of support for his idol. This situation made Nature Republic choose the boy group NCT 127 to become the brand ambassador as one of the promotional strategies. The purpose of this study is to determine how the influence of brand ambassadors, consumptive behavior, and fanaticism on purchasing decisions for Nature Republic products and what is the view of Islamic Economics. This research uses library research (literature) with a quantitative approach, where this type of research has a research method that can test certain theories by examining the relationship between variables. Based on the results of the tests and explanations in this study, it can be concluded that brand ambassadors and consumptive behavior have a significant effect on purchasing decisions for Nature Republic products, while fanaticism does not affect purchasing decisions for Nature Republic products and in Islamic Economics consumptive behavior, fanaticism, and purchasing decisions must be balanced to obtain benefits in the world and the hereafter and so as not to violate the prevailing religious rules. Nature Republic is expected to be able to maintain the use of brand ambassadors in its promotion strategy by choosing a suitable brand ambassador to depict Nature Republic's image because brand ambassadors are very influential in purchasing decisions.

Item Type: Thesis (Undergraduate (S1))
Uncontrolled Keywords: Brand ambassador; Perilaku konsumtif; Fanatisme; Keputusan pembelian; Ekonomi Islam
Subjects: 200 Religion (Class here Comparative religion) > 290 Other religions > 297 Islam and religions originating in it > 297.2 Islam Doctrinal Theology, Aqaid and Kalam > 297.27 Islam and social sciences > 297.273 Islam and economics
600 Technology (Applied sciences) > 650 Management and auxiliary services > 658 General management > 658.8 Marketing management (pemasaran, distribusi)
Divisions: Fakultas Ekonomi dan Bisnis Islam > 60202 - Ekonomi Syariah (Ekonomi Islam) (S1)
Depositing User: Miswan Miswan
Date Deposited: 13 Nov 2021 07:22
Last Modified: 13 Nov 2021 07:22
URI: https://eprints.walisongo.ac.id/id/eprint/13706

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