HANI AYUNIATASYA, NPM 2101100179 (2025) PENGARUH BRAND AMBASSADOR, BRAND IMAGE DAN KOREAN WAVE TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE SCARLETT WHITENING (STUDI KASUS MAHASISWA UNIVERSITAS LABUHANBATU). Tugas_Akhir(Artikel) Jurnal Manajemen Bisnis Kewirausahaan, 4 (1). pp. 162-178. ISSN 2829-2502(e-ISSN) 2829-260X(p-ISSN)
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Abstract
Tujuan penelitian ini adalah untuk mengetahui pengaruh brand ambassador, brand image, dan korean wave terhadap keputusan pembelian produk skincare scarlett whitening. Penelitian ini merupakan penelitian kuantitatif dengan menggunakan kuesioner. Sampel dalam penelitian ini sebanyak 84 responden yaitu mahasiswa semester 7pagi manajemen. Penelitian ini menggunakan SPSS Versi 22. Hasil penelitian menunjukkan bahwasanya brand ambassador tidak berpengaruh dan tidak signifikan terhadap keputusan pembelian, brand image berpengaruh positif dan signifikan terhadap keputusan pemmbelian, korean wave berpengaruh positif dan signifikan terhadap keputusan pembelian.Dapat dilihat dari hasil koefisien determinasi yaitu sebesar 34,9% sedangkan sisanya 65,1% dipengaruhi oleh faktor lain yang tidak diteliti dalam penelitian ini. Kata kunci: Duta Merek, Citra Merek, Gelombang Korea, Keputusan Pembelian ================================================================================================= The purpose of this study is to determine the influence of brand ambassadors, brand image, and korean wave on the purchase decision of scarlett whitening skincare products. This research is a quantitative research using questionnaires. The sample in this study was 84 respondents, namely 7 morning semester management students.this study used SPSS Version 22. The results of the study show that brand ambassadors have no and insignificant effect on purchase decisions, brand image has a positive and significant effect on purchasing decisions, and Korean waves have a positive and significant effect on purchase decisions. It can be seen from the results of the determination coefficient which is 34.9% while the remaining 65.1% is influenced by other factors that are not studied in this study. Keywords: Brand Ambassador, Brand Image, Korean Wave, Purchase Decision
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Duta Merek, Citra Merek, Gelombang Korea, Keputusan Pembelian==================Brand Ambassador, Brand Image, Korean Wave, Purchase Decision |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with email repository@ulb.ac.id |
| Date Deposited: | 16 Jul 2025 08:06 |
| Last Modified: | 16 Jul 2025 08:06 |
| URI: | http://repository.ulb.ac.id/id/eprint/1581 |
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