SKRIPSI: Pengaruh Brand Ambassador, Gaya Hidup, dan Sikap Fanatisme terhadap Keputusan Pembelian Produk Susu Indomilk Edisi Kolaborasi dengan Boy Band Korea Seventeen

Salfadilla Indah, Anggita Wahyuingtyas (2026) SKRIPSI: Pengaruh Brand Ambassador, Gaya Hidup, dan Sikap Fanatisme terhadap Keputusan Pembelian Produk Susu Indomilk Edisi Kolaborasi dengan Boy Band Korea Seventeen. Masters thesis, STIM YKPN Yogyakarta.

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Abstract

This research aims to examine the influence of Brand Ambassador, Lifestyle, and Fanaticism Attitude on Purchase Decisions of Indomilk UHT milk beverage productsin collaboration with the Korean boy band Seventeen. This study employs purposive sampling, which assists the researcher in determining the research sample. The sample consists of 120 respondents. The methods used in this study include descriptive analysis and multiple linear regression analysis. The data used in this study are primary data obtained through the distribution of questionnaires. The research data were processed using SPSS software. The results of the study indicate that: (1) the Brand Ambassador variable has no significant effect on purchase decisions of Indomilk UHT milk products in collaboration with Seventeen; (2) Lifestyle has a positive and significant effect on purchase decisions of Indomilk UHT milk products in collaboration with Seventeen; and (3) Fanaticism attitude has a positive and significant effect on purchase decisions of Indomilk UHT milk products in collaboration with Seventeen.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HF Commerce
Divisions: Ilmu Manajemen > Manajemen
Depositing User: Subhan Harish Munawar
Date Deposited: 13 Jul 2026 01:57
Last Modified: 13 Jul 2026 01:57
URI: http://repository.stimykpn.ac.id/id/eprint/716

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