THE INFLUENCE OF BRAND AMBASSADOR, BRAND PERSONALITY, AND KOREAN WAVE ON PURCHASE DECISIONS OF SOMETHINC
DOI:
https://doi.org/10.56127/ijml.v1i3.387Keywords:
brand ambassador, brand personality, korean wave, purchase decisionsAbstract
This study aims to determine the influence of Brand Ambassadors, Brand Personality and the Korean Wave on the Purchase Decision of somethinc products. This research is research that uses quantitative data. The population of this research is so-think consumers. The sample in this study amounted to 120 respondents. The techniques used are validity test, reliability test, classic assumption test (normality test, multicollinearity test, and heteroscedasticity test), multiple linear regression analysis, F test, and T test. The results of this study indicate that Brand Ambassador and Brand Personality simultaneously significantly affect purchasing decisions. Meanwhile, the Korean Wave simultaneously has no significant effect on purchasing decisions of something. Brand Ambassador has a positive and significant effect on purchasing decisions, Brand Personality has a positive and significant effect on purchasing decisions, and Korean Wave has a negative and insignificant effect on purchasing decisions.
References
Chukwu, Godswill Chinedu, and Enize Eso Pius. 2021. “BRAND AMBASSADOR AND CONSUMER PURCHASE DECISION IN RIVERS STATE.” 12(May): 262–79.
Devita, Elvina Marsha, and M Y Dwi Hayu Agustini. 2019. “Country of Origin and Brand Image on Purchase Decision of South Korean Cosmetic Etude House.” 1(July): 55–70.
Fauziah, Alvina. 2016. “PENGARUH BRAND PERSONALITY DAN SALES PROMOTION TERHADAP PURCHASE DECISION PRODUK MAYBELLINE.”
Ghozali, Imam. 2011. Aplikasi Analisis Multivariate Dengan Program SPSS. Semarang.
Kotler, Philip, and Kevin Lane Keller. 2015. Marketing Management.
Maulida, Nadia Fitra, Akhmad Saufi, and Rusminah HS. 2022. “PENGARUH BRAND AMBASSADOR DAN KOREAN WAVE TERHADAP MINAT BELI KONSUMEN PADA PRODUK KECANTIKAN NACIFIV DI INDONESIA.” : 224–32.
Nabilaturrahmah, Ananda, and Salim Siregar. 2022. “Pengaruh Viral Marketing, Brand Image, Dan e-WOM Terhadap Minat Beli Produk Somethinc Pada Followers Instagram @somethincofficial.” 8(7).
Nofiawaty, Iisnawati, and Mohammad Eko Fitrianto. 2020. “Brand Ambassador and the Effect to Consumer Decision on Online Marketplace in Indonesia.” 4(May): 21–30.
Osak, Derby Juliana, and Yusepaldo Pasharibu. 2020. “PENGARUH BRAND AMBASSADOR DAN TAGLINE TERHADAP KEPUTUSAN PEMBELIAN ONLINE DENGAN MEDIASI BRAND AWARENESS.” 4: 357–80.
Peco-torres, Francisco et al. 2020. “Brand Personality in Cultural Tourism through Social Media.”
Pelupessy, Merry M, and Erlinda Tehuayo. 2021. “Influence of Brand Personality on Purchase Decisions : A Case Study of Nike Shoes in Ambon City.” 2(4): 112–17.
Putri, Idola Perdini et al. 2019. “K-Drama Dan Penyebaran Korean Wave Di Indonesia.” 3(1): 68–80.
Ramadhani, Farah. 2021. “5 Serum Somethinc Terlaris Di Shopee Bulan Agustus 2021.” Compas.co.id. https://compas.co.id/article/serum-somethinc-terlaris/.
Ramadhanti, Shafira. 2021. “INFLUENCE OF BRAND AMBASSADOR BTS, BRAND IMAGE, AND PRODUCT QUALITY ON TOKOPEDIA E-COMMERCE PURCHASE DECISION.”
Sagia, Ayu, and Syafrizal Helmi Situmorang. 2018. “Pengaruh Brand Ambassador , Brand Personality Dan Korean Wave Terhadap Keputusan Pembelian Produk Nature Republic Aloe Vera.” 5: 286–98.
Setyani, Aulia Hillar, and Muhammad Zakky Azhari. 2021. “Pengaruh Korean Wave Dan Ulasan Online Terhadap Minat Beli Produk Skin Care Korea Selatan.” 4(58): 67–74.
Siregar, Yan Karda, and Zulkarnain. 2015. “ANALISIS PENGARUH BRAND PERSONALITY TERHADAP BRAND AWARENESS DAN PERCEIVED QUALITY DALAM KEPUTUSAN PEMBELIAN KARTU PROVIDER XL DI KOTA PEKANBARU.” VII(1).
Siskhawati, Lutfia, and Hutomo Atman Maulana. 2021. “THE INFLUENCE OF BRAND AMBASSADOR AND KOREAN WAVE ON PURCHASE DECISION FOR NEO COFFEE PRODUCTS.” 24: 1–7.
Siswandi, Rizky Annisa, and Djawoto. 2020. “PENGARUH CELEBRITY ENDORSER, KOREAN WAVE, BRAND IMAGE, WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN (Kasus Pada Konsumen Produk Kosmetik Korea Selatan NATURE REPUBLIC Di Kota Surabaya).”
Sugiyono. 2013. Metode Penelitian Kuantitatif, Kualitatif, Dan R&D. Bandung: Alfabeta.
Tjoe, Fandy Zenas, and Kyung-tae Kim. 2016. “The Effect of Korean Wave on Consumer ’ s Purchase Intention of Korean Cosmetic Products in Indonesia *.” 9: 65–72.
Tsabitah, Naurah, and Rila Anggraeni. 2021. “The Effect of Brand Image , Brand Personality and Brand Awareness on Purchase Intention of Local Fashion Brand ‘ This Is April .’” 25(2).
Wang, Felicia, and Evo Sampetua Hariandja. 2016. “THE INFLUENCE OF BRAND AMBASSADOR ON BRAND IMAGE AND CONSUMER PURCHASING DECISION: A CASE OF TOUS LES JOURS IN INDONESIA.”
Wardani, Ema Sukma, and Awan Santosa. 2020. “THE INFLUENCE OF HALLYU, BRAND AMBASSADOR AND BRAND IMAGE ON THE CONSUMER PURCHASE DECISION ON NATURE REPUBLIC PRODUCTS IN YOGYAKARTA.” 8: 203–11.
