Pengaruh Korean Wave dan Brand Ambassador terhadap Keputusan Pembelian Konsumen pada Produk Everwhite di Kota Madiun

Putri, Bryna Berliana Risnasya and , Titik Ulfatun, S.Pd., M.Ed (2023) Pengaruh Korean Wave dan Brand Ambassador terhadap Keputusan Pembelian Konsumen pada Produk Everwhite di Kota Madiun. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The Korean Wave phenomenon and the existence of brand ambassadors help businesses compete in their marketing plans, which will also influence how the general public becomes interested and makes decisions about the company's products or brands. The aim of the research is to determine the influence of the Korean wave and brand ambassadors on consumer purchasing decisions for Everwhite products in Madiun City. This research is quantitative research with a research sample of 110 respondents, using a purposive sampling technique. Data collection uses questionnaire techniques using the IBM SPSS Version 26 program. While for the data analysis techniques used are instrument testing, classical assumption testing, multiple regression analysis, and hypothesis testing. The results of this research: 1) the Korean wave influences purchasing decisions, 2) brand ambassadors influence purchasing decisions, 3) Simultaneously the Korean wave and brand ambassadors influence purchasing decisions.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Korean Wave, Brand Ambassador, Purchase Decision
Subjects:	H Social Sciences > HB Economic Theory L Education > L Education (General) L Education > LC Special aspects of education > LC5301 Economic Education
Divisions:	Fakultas Keguruan dan Ilmu Pendidikan > Pendidikan Akuntansi
Depositing User:	BRYNA BERLIANA RISNASYA PUTRI
Date Deposited:	24 Nov 2023 01:47
Last Modified:	24 Nov 2023 01:47
URI:	http://eprints.ums.ac.id/id/eprint/118897

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