Vol 2 No.3 Sept PENGARUH BRAND AMBASSADOR DAN KOREAN WAVE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN MUDA SKINCARE SCARLETT DI KOTA MATARAM

Jurnal Riset Pemasaran Pub Date : 2023-09-01 DOI:10.29303/jrp.v2i3.3285

Ika Handriana, Sulhaini Sulhaini, Dwi putra Buana sakti

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Abstract

ABSTRAK Penelitian ini bertujuan untuk mengetahui Pengaruh Pengaruh Brand Ambassador Dan Korean Wave Terhadap Keputusan Pembelian Konsumen Muda Skincare Scarlett Di Kota Mataram. Jenis penelitian yang digunakan adalah penelitian non provability sampling, lokasi penelitian di Kota Mataram kepada sampel pengguna skincare scarlett yang telah melakukan pembelian dalam satu tahun terahir dan berusi 17 – 25 tahun jumlah sampel 100 orang responden. Data kemudia dianalisis menggunakan sanalisis linear berganda. Hasil penelitian menunjukkan bahwa semua variabel bebas (X) yakni Brand Ambassador dan Korean Wave berpengaruh terhadap variabel terikat (Y) yakni keputusan pembelian secara positif dan signifikan. ABSTRACT This research aims to determine The effect of Brand Ambassador and Korean Wave Influence on the Purchasing Decisions of Young Scarlett Skincare Consumers in Mataram City. The type of research used is non-provability sampling research, the location of the study in Mataram City to a sample of scarlett skincare users who have made purchases in the last year and 17-25 years old a sample of one hundred respondents. The data is then analyzed using multiple linear analysis. The results showed that all independent variables (X), namely Brand Ambassador and Korean Wave, influenced the dependent variable (Y), namely purchasing decisions positively and significantly.

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第 2 卷第 3 期 9 月品牌代言人和韩流对马特拉姆市年轻消费者购买斯嘉丽护肤品决策的影响

本研究旨在探讨布兰德•大使(Brand Ambassador)和韩国浪潮(Korean Wave)对斯嘉丽•斯嘉丽(sweatcare)在马塔兰市(Mataram)购买年轻消费者斯嘉丽(Skincare)的决定的影响。使用的研究类型是一个非provability抽样研究，这是Mataram市对一个名叫skincare史嘉蕾的用户样本的研究地点。然后用线性多边形分析数据。研究结果表明，所有品牌大使和韩国浪潮的自由变量都对确定性产生了积极而重要的采购决定的影响。这项研究旨在确定品牌大使和韩国等国对年轻思嘉·金关心在马塔兰市的追求决定的影响。使用的研究类型是不可能的样本研究，在马塔兰市的研究地点到斯佳丽皮肤护理人员的样本他去年进行了采样当时的数据是对多线性分析的分析。结果表明，所有这些独立变量，namely品牌大使和韩国浪潮，影响了可变的持续不断的决定，namely追求的决定是积极而有意义的。

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Jurnal Riset Pemasaran

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