ANALISIS PENGARUH BRAND AMBASSADOR DAN BRAND PERSONALITY KOREAN WAVE TERHADAP KEPUTUSAN PEMBELIAN PRODUK SCARLETT WHITENING BAGI REMAJA DI KOTA PALEMBANG

AL HAKIKI, AKBAR and Nailis, Welly (2023) ANALISIS PENGARUH BRAND AMBASSADOR DAN BRAND PERSONALITY KOREAN WAVE TERHADAP KEPUTUSAN PEMBELIAN PRODUK SCARLETT WHITENING BAGI REMAJA DI KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

This study aims to analyze the influence of brand ambassadors and Korean wave brand personality on the purchasing decision of Scarlett Whitening for teenagers in Palembang City partially or simultaneously. The population in this study were all adolescents who used Scarlett Whitening in Palembang City, while the sample in this study was part of adolescents who used Scarlett Whitening in Palembang City and obtained 100 respondents using a purposive sampling technique. Data collection techniques in this study used questionnaires and data analysis techniques used multiple linear regression analysis. The results of this study indicate that brand ambassadors and brand personality each have a partial and simultaneous effect on purchasing decisions.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Brand, Korean Wave, Keputusan Pembelian
Subjects:	H Social Sciences > HB Economic Theory > HB1-3840 Economic theory. Demography H Social Sciences > HB Economic Theory > HB201-206 Value. Utility H Social Sciences > HB Economic Theory > HB615-715 Entrepreneurship. Risk and uncertainty. Property H Social Sciences > HB Economic Theory > HB801-843 Consumption. Demand
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	M. Akbar Al Hakiki
Date Deposited:	17 Jul 2023 08:41
Last Modified:	17 Jul 2023 08:41
URI:	http://repository.unsri.ac.id/id/eprint/117073

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