Author: A. Rahman Hi, Juwono Tri Atmodjo, Vania Utamie Subiakto, Ghina Aulia Putri

Abstract: Brand Ambassador is someone chosen by the company to represent a product. NCT Dream was chosen by Lemonilo to represent their products and bring Lemonilo closer to the younger generation. The purpose of this research is to find out how much influence NCT Dream as Lemonilo's brand ambassador has on purchasing decisions for NCTZEN (survey of followers of the Instagram account @nct_indonesia). This type of research is descriptive research with quantitative methods. This research was conducted in May 2023. The number of samples in this study were 100 respondents to followers of the @nct_indonesia Instagram account, using a sampling technique, namely simple random sampling and using the S-O-R Theory (Effendy, 2003). The results of this study are seen from the t test, namely t-count> t-table (5.606> 1660) meaning that H0 is rejected and H1 is accepted besides that the R-Square in this study is 24.3% while the other 75.7% is explained by other factors. This shows that the use of NCT Dream as Lemonilo's brand ambassador for purchasing decisions for NCTZEN (Survey of Instagram account followers @nct_indonesia) is effective.

Keywords: Brand Ambassador, Lemonilo, Purchase Decision, NCT Dream.

Article Info: Received: 05 May 2024; Received in revised form: 07 Jun 2024; Accepted: 15 Jun 2024; Available online: 22 Jun, 2024

DOI: 10.22161/ijels.93.47