The Influence of Customer Relationship Management (CRM) and Brand Image on NCT Dream Album Purchase Decisions
Abstract
This quantitative research aims to determine the influence of customer relationship management and brand image on purchasing decisions for NCT Dream products. Researchers used a sample of 100 NCT Dream fan respondents aged over 17 years and domiciled in DKI Jakarta who had ever purchased NCT Dream merchandise or albums. The sampling technique uses purposive sampling and snowball sampling. The data analysis used is the t test using the SmartPLS application. Based on the research results, it can be concluded that customer relationship management has a positive and significant effect on purchasing decisions. Meanwhile, the other independent variable, namely brand image, does not have a positive and significant effect on purchasing decisions.
Downloads
References
Firmansyah, A. (2019). Pemasaran produk dan merek. Qiara Media,
Arianty, N., & Andira, A. (2021). Pengaruh Brand Image dan Brand Awareness Terhadap Keputusan Pembelian. MANEGGIO: Jurnal Ilmiah Magister Manajemen, 4(1). https://doi.org/10.30596/maneggio.v4i1.6766
Asraini, D. (2019). Pengaruh Customer Relationship Management Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Produk PT. Nusantara Surya Sakti Sumbawa. Jurnal Manajemen Dan Bisnis, 2(1). http://jurnal.uts.ac.id
Azzahra, A. (2023). Seru dan Sukses, Konser The Dream Show 2 di Jakarta Berhasil Menghibur Ribuan Penonton. Kompasiana.Com. https://www.kompasiana.com/aprillazzahra/6406cc644addee42df5ebf72/seru-dan-sukses-konser-the-dream-show-2-di-jakarta-berhasil-menghibur-ribuan-penonton
Baswoko Praundrianagari, S., & Cahyono, H. (2021). Pola Konsumsi Mahasiswa K-popers Yang Berhubungan Dengan Gaya Hidup K-pop Mahasiswa Surabaya. INDEPENDENT: Journal Of Economics, 1(2), 33–40. https://journal.unesa.ac.id/index.php/independent
Daisuki. (2023). Statistics for K-Pop/Korean music videos. Daisuki. https://kpop.daisuki.com.br/en/kpop_statistics.html?period=2023
Dyahtritami, V. R., & Suryawardani, B. (2020). Pengaruh Customer Relationship Management dan Social Media Marketing Terhadap Purchase Decisions Pada Favehotel Braga Bandung Tahun 2020. E-Proceeding of Applied Science, 6(2). https://openlibrarypublications.telkomuniversity.ac.id/index.php/appliedscience/article/view/12082
E.Cha. (2022, November). Winners Of 2022 Genie Music Awards. Soompi.Com. https://www.soompi.com/article/1553130wpp/winners-of-2022-genie-music-awards
Faradasya, C. I., & Trianasari, N. (2021). Pengaruh Brand Ambassador Kpop Stray Kids Dan Brand Image (Studi Kasus E-Commerce Shopee). E-Proceeding of Management Universitas Telkom, 8(2).
Fibria, D. (2023). Jaemin NCT DREAM Kembali Trending Usai Penggemar Protres SM Entertainment Karena Berikan Perlakuan Tak Adil! Kpopchart.Net. https://www.kpopchart.net/k-update/9169966444/jaemin-nct-dream-kembali-trending-usai-penggemar-protres-sm-entertainment-karena-berikan-perlakuan-tak-adil
Halim, D., & Lukiyanto, K. (2023). Customer Review and Customer Relationship Management Analysis of B2B Product Purchase Decisions. E3S Web of Conferences, 426. https://doi.org/10.1051/e3sconf/202342602135
Hartanto. (2019). Brand and Personal Branding. Denokan Pustaka.
Kartika, V. C. (2018). Gaya Hidup Penggemar EXO di Surabaya Terhadap Produk Merchandise Boyband EXO. Universitas Airlangga.
Kumar, V., & Reinartz, W. (2012). Customer Relationship Management Concept, Strategy, and Tools. http://www.springer.com/series/10099
Ma, Z., Song, L., Zhou, J., Chong, W., & Xiong, W. (2022). How Do Comeback Korean Pop Performers Acquire Audience Empathetic Attachment and Sustained Loyalty? Parasocial Interactions Through Live Stream Shows. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.865698
Miguna Astuti, & Agni Rizkita Amanda. (2020). Pengantar manajemen pemasaran. Deepublish. https://books.google.co.id/books?hl=id&lr=&id=baTXDwAAQBAJ&oi=fnd&pg=PP1&ots=gMDKmD6h6v&sig=2ibf47kVv9fMkuLx9KwkxwBkGuc&redir_esc=y#v=onepage&q&f=false
Nurani, N. (2020). Curhatan NCTzen yang Ingin NCT Dream Jadi Fixed Unit. KumparanK-Pop. https://kumparan.com/kumparank-pop/curhatan-nctzen-yang-ingin-nct-dream-jadi-fixed-unit-1tAav0WuqZk/full
Philip Kotler, & Gary Armstrong. (2018). Prinsip-Prinsip Pemasaran (7th ed.). Salemba Empat.
Philip Kotler, & Kevin Lane Keller. (2021). Marketing Management.
Purwati, A., & Cahyanti, M. M. (2022). Pengaruh Brand Ambassador Dan Brand Image Terhadap Minat Beli Yang Berdampak Pada Keputusan Pembelian. IQTISHADUNA: Jurnal Ilmiah Ekonomi Kita, 11(1), 32–46. https://doi.org/10.46367/iqtishaduna.v11i1.526
Salsabilla, R. (2023). Fans K-pop Paling Royal, Rela Habiskan Rp142 Juta Demi Idola. CNBC Indonesia. https://www.cnbcindonesia.com/lifestyle/20230925154329-33-475366/fans-k-pop-paling-royal-rela-habiskan-rp142-juta-demi-idola
Sugiyono. (2019). Metode Penelitian Kuantitatif.
Tikupadang, Y. (2023). Pengaruh Customer Relationship Management, Ulasan Online Pelanggan Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Pada Aplikasi Antar Makanan Shopee Food. Prosiding: Ekonomi Dan Bisnis, 03(02). https://jurnal.buddhidharma.ac.id/index.php/pros/article/view/2576
Dihni, V. A. (2022). Ini 10 Boyband K-Pop Favorit Orang Indonesia Menurut Survei KIC-Zigi. Databoks. https://databoks.katadata.co.id/datapublish/2022/07/25/ini-10-boyband-k-pop-favorit-orang-indonesia-menurut-survei-kic-zigi
Wardani, I., & Dermawan, R. (2023). Pengaruh Brand Image, Korean Wave, Fanatisme dan Brand Ambassador terhadap Keputusan Pembelian. Ekonomis: Journal of Economics and Business, 7(2), 1114. https://doi.org/10.33087/ekonomis.v7i2.1357