KREDIBILITAS SIWON “SUPER JUNIOR” DALAM MENINGKATKAN BRAND AWARENESS DAN MINAT BELI PRODUK MIE SEDAAP KOREAN SPICY CHICKEN (Survei pada Komunitas Penggemar Kpop)

Rania Sarah Syaharani, . (2022) KREDIBILITAS SIWON “SUPER JUNIOR” DALAM MENINGKATKAN BRAND AWARENESS DAN MINAT BELI PRODUK MIE SEDAAP KOREAN SPICY CHICKEN (Survei pada Komunitas Penggemar Kpop). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

Globalization has certainly produced many new influences on Indonesia, one of which is the inclusion of South Korean culture, including its highly developed music industry. With a distinctive and attractive style, many Indonesians are interested in liking the South Korean music industry which is often known as KPOP. There are various artists who enliven this KPOP, such as solo singers, duos, girl groups, and also boy groups. One of the KPOP artists who is well known as a pioneer of the advancement of the Korean wave in Indonesia is Super Junior, so they are well known by many groups, from small children to adults. This was utilized by PT Wings Food as Mie Sedaap's company to make one of the members of Super Junior, namely Siwon, become a representative icon for one of their products, namely the Korean Spicy Chicken variant. This research serves to find out later whether the brand awareness of the Mie Sedaap product variant "Korean Spicy Chicken" has succeeded in becoming a mediator between Siwon's "Super Junior" credibility and buying interest from KPOP fans. This research was distributed via Google Form with a total of 100 respondents using random sampling with the theory of Source Credibility and calculations through multiple regression analysis techniques and Sobel tests.

Item Type: Thesis (Skripsi)
Additional Information: [No. Panggil: 1810411178] [Pembimbing: Drina Intyaswati] [Penguji 1: Yani Hendrayani] [Penguji 2: Rizkiya Ayu Maulida]
Uncontrolled Keywords: Credibility, Siwon;“Super Junior”; Brand Awareness; Buying; Mediated
Subjects: H Social Sciences > HE Transportation and Communications
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Politik (S1)
Depositing User: Rania Sarah Syaharani
Date Deposited: 01 Feb 2023 09:26
Last Modified: 01 Feb 2023 09:26
URI: http://repository.upnvj.ac.id/id/eprint/22635

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