Dameria, Cathrine (2023) THE INFLUENCE OF BRAND LOYALTY AND PRICE PERCEPTION ON NCT PHOTOCARD PURCHASE INTENTION (CASE OF INDONESIAN NCT SELL-BUY-TRADE COMMUNITY) 77kom2023. Undergraduate thesis, FAKULTAS ILMU SOSIAL DAN ILMU POLITIK UNIVERSITAS DIPONEGORO.

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Abstract

With the advancement of the digital age, online entertainment and commerce have become even more enmeshed in daily activities. The influence of South Korean
entertainment is obvious across many sectors, including consumer purchases of Korean
items and services. NCT, like every other group, draws a crowd in the form of musical
works as well as diverse goods. The primary object of this study, photocards, is among
the most valuable collectibles and is just as significant as albums.
Utilising idol worship to increase the pleasant perception that a certain brand has
in consumers’ thoughts and convince them to choose that brand has evolved into a
crucial marketing strategy for many businesses. Price is also the main factor
influencing consumers intention to make a purchase. The purpose of this study is to
shed light on how brand loyalty and price perception influence the interest of
purchasing NCT photocards.
This research is a quantitative research with explanatory method. The theory
applied in this study is the Theory of Reasoned Action, and non-probability sampling
was employed as the sampling method. One hundred NCT fans who fit the profile of
the sample are between the ages of 17 and 23. All validity, reliability, and classical
assumption tests were deemed to be valid. Using multilinear regression, result shows
that the hypothesis is accepted with significance value of 0.000.

Keywords: Brand loyalty, Price perception, photocard, NCT, purchase intention

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