THE EFFECT OF THE BTS AMBASSADOR BRAND ON THE PURCHASE DECISION OF FILA PRODUCTS AMONG FANS ON TWITTER

Abstract

The phenomenon of K-pop affects the world from various aspects, one of which is in the field of music. Boygroup BTS acts as the spearhead with worldwide popularity and influences various aspects so that not a few companies want them to become brand ambassadors, which aims to increase sales value. In this study, researchers will discuss how the influence of brand ambassadors on fans' buying decisions. The title of this study is the influence of the BTS brand ambassador on purchasing decisions for FILA products among fans on Twitter. The theory used is the stimulus-response (S-R) theory, then the paradigm used is the positivistic paradigm, quantitative approach, and eskplanative survey method. Data obtained by distributing questionnaires, then analyzed using correlation coefficient analysis, and simple linear regression analysis. Based on the results of hypothesis testing, it is concluded that there is an influence of BTS brand ambassadors on purchasing decisions for FILA products among fans on Twitter with the results of the correlation test having a strong relationship level of 0.666.