Priastuti, . (2022) PENGARUH KOREAN WAVE, BRAND AMBASSADOR DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK COSRX. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
Based on data obtained from the Shopee E-Commerce site, COSRX Indonesia Official Shop there are still many consumers who give ratings below five. These data can be interpreted that alternative considerations of the COSRX product are still lacking. So it is assumed that there is a purchase decision problem on COSRX products. Therefore, this study aims to determine the effect of the Korean wave, brand ambassadors and brand image on purchasing decisions. This research is a quantitative study that aims to determine the effect of the Korean wave, brand ambassador and brand image on purchasing decisions on COSRX products. This study uses some of the consumers of COSRX products in the South Jakarta area as a sample. The selection of some consumers of COSRX products in the South Jakarta area was carried out using several specific criteria, namely aged ≥14 years, people who live in the South Jakarta area and people who have bought or used COSRX products with an acceptable sample size of 148 respondents. Testing the hypothesis in this study using Multiple Linear Regression Analysis with the SmartPLS program and a significance level of 5% (0.05). The results of the test obtained (1) there is a significant influence between the Korean wave on purchasing decisions, (2) there is a significant influence between brand ambassadors on purchasing decisions, (3) there is a significant influence between brand image on purchasing decisions.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 1910111035] [Pembimbing: Miguna Astuti] [Penguji 1: Alfatih S. Manggabarani] [Penguji 2: Jenji Gunaedi Argo] |
| Uncontrolled Keywords: | korean wave, brand ambassador, brand image, purchasing decisions. |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | Priastuti - |
| Date Deposited: | 30 Jan 2023 04:03 |
| Last Modified: | 30 Jan 2023 04:03 |
| URI: | http://repository.upnvj.ac.id/id/eprint/22458 |
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