Brand Ambassador for Purchasing Decision Mediheal Sheet Mask User's in Karawang

Aptisi Transactions on Management (ATM) Pub Date : 2021-07-05 DOI:10.33050/ATM.V5I2.1490

Afifah Nurul Imani, Nelly Martini

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引用次数: 3

Abstract

AbstractMediheal is a well-known sheet mask brand in South Korea. Bringing K-Pop idols together and also the widespread influence of Korean culture in Indonesian, have made skincare products famous in Indonesian. This study aims to determine, test, and analyze how much influence the brand ambassadors and Korean wave have on the purchasing decisions of Mediheal sheet mask users. The method used is descriptive and verification with a quantitative approach. Data were analyzed using path analysis and hypothesis testing using partial and simultaneous. With a sample of 100 respondents. The results showed that there was a relationship between brand ambassadors and the Korean waves of 33.4%. Partially, brand ambassadors and the Korean wave both have a significant effect on purchasing decisions. Brand ambassadors have an influence of 22.5% on purchase decisions, and Korean waves have an influence of 24.4% on purchasing decisions. Meanwhile, simultaneously, brand ambassadors and the Korean wave contributed 14.6% to purchasing decisions, then 85.4% of purchase decisions were influenced by other variables that were not studied.

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卡拉旺省Mediheal面膜用户采购决策品牌大使

摘要mediheal是韩国知名的面膜品牌。韩国流行偶像的聚集，加上韩国文化在印尼的广泛影响，使得护肤品在印尼名声大噪。本研究旨在确定、测试和分析品牌大使和韩流对Mediheal面膜使用者购买决策的影响程度。所使用的方法是描述和定量方法的验证。数据分析采用通径分析和假设检验采用部分和同时。以100名受访者为样本。结果显示，品牌大使与韩流的关联度为33.4%。在某种程度上，品牌大使和韩流都对购买决策有显著影响。品牌大使对购买决策的影响为22.5%，韩流对购买决策的影响为24.4%。同时，品牌大使和韩流对购买决策贡献了14.6%，85.4%的购买决策受到其他变量的影响，这些变量未被研究。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Aptisi Transactions on Management (ATM)

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