PERAN KOREAN WAVE, LIFESTYLE DAN BRAND AMBASSADOR TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA PRODUK INNISFREE
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Institusion
Universitas Pembangunan Nasional Veteran Jakarta
Author
Afifah Dwi Yanthi, .
Subject
HB Economic Theory
Datestamp
2022-01-14 08:18:33
Abstract :
Role Korean Wave, Lifestyle and Brand Ambassador On Consumer Purchasing Decisions for Innisfree Product By Afifah Dwi Yanthi Abstract In this study using quantitative research that aims to find out, analyze, and prove the role of korean wave, lifestyle and brand ambassador on purchasing decisions. This study uses consumen who buy and use product Innisfree at Innisfree West Jakarta as the study population. The sample size is 75 respondents. This sampling method is probability sampling and the sampling technique is simple random sampling. This study uses data from the collection of questionnaires with the help of google form. The ata analysis tool is Partial Least Square (PLS) with SmartPLS version 3.0. The analysis tool is used to test data such as validity, reliability and hypotesis testing and the significance level of 0,05 (%%). The result showed that (1) korean wave influences to purchasing decisions, (2) lifestyle has no effect to purchasing decisions and (3) brand ambassador influences to purchasing decisions. Keywords : brand ambassador, korean wave, lifestyle and puchase decision
Role Korean Wave, Lifestyle and Brand Ambassador On Consumer Purchasing Decisions for Innisfree Product By Afifah Dwi Yanthi Abstract In this study using quantitative research that aims to find out, analyze, and prove the role of korean wave, lifestyle and brand ambassador on purchasing decisions. This study uses consumen who buy and use product Innisfree at Innisfree West Jakarta as the study population. The sample size is 75 respondents. This sampling method is probability sampling and the sampling technique is simple random sampling. This study uses data from the collection of questionnaires with the help of google form. The ata analysis tool is Partial Least Square (PLS) with SmartPLS version 3.0. The analysis tool is used to test data such as validity, reliability and hypotesis testing and the significance level of 0,05 (%%). The result showed that (1) korean wave influences to purchasing decisions, (2) lifestyle has no effect to purchasing decisions and (3) brand ambassador influences to purchasing decisions. Keywords : brand ambassador, korean wave, lifestyle and puchase decision
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