The Influence of Brand Ambassador, Brand Personality, and Korean Wave on Purchase Decisions of Somethinc

Purnandika, Rona Ayudia and Febriyantoro, Mohamad Trio and Zulkifli, Zulkifli and Suleman, Dede and Saputra, Fendi and Suyoto, Yohanes Totok (2022) The Influence of Brand Ambassador, Brand Personality, and Korean Wave on Purchase Decisions of Somethinc. International Journal Multidisciplinary Science, 1 (3). pp. 16-24. ISSN 2963-7821

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Abstract

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.

Item Type:	Artikel Jurnal/Prosiding
Uncontrolled Keywords:	brand ambassador, brand personality, korean wave, purchase decisions
Subjects:	A General Works > AC Collections. Series. Collected works
Divisions:	Universitas Pembangunan Jaya
Depositing User:	Alexandro Andika
Date Deposited:	12 Apr 2023 01:47
Last Modified:	12 Apr 2023 01:47
URI:	http://eprints.upj.ac.id/id/eprint/4738

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