PENGARUH KOREAN WAVE, BRAND AMBASSADOR, DAN BRAND PERSONALITY TERHADAP KEPUTUSAN PEMBELIAN PRODUK AZARINE PADA SANTRI PUTRI PP. AL-ISHLAH

Nurul Fatimatus Zohrokh; Edy Murdiyanto; Rafikhein Novia Ayuanti

doi:10.2238/dyt99x86

Authors

Nurul Fatimatus Zohrokh Universitas Islam Kadiri Author
Edy Murdiyanto Universitas Islam Kadiri Author
Rafikhein Novia Ayuanti Universitas Islam Kadiri Author

DOI:

https://doi.org/10.2238/dyt99x86

Keywords:

Korean Wave, Brand Ambassador, Brand Personality, Keputusan Pembelian, Azarine Skincare

Abstract

This study aims to analyze the influence of Korean Wave, Brand Ambassador, and Brand Personality on the purchasing decision of Azarine skincare products among female students of PP. Al-Ishlah and to answer questions regarding the influence of each variable partially or simultaneously on purchasing decisions. This study uses a quantitative approach with an explanatory research design. Data collection techniques were carried out by distributing questionnaires to 120 female students of PP. Al-Ishlah. Data were analyzed using multiple linear regression analysis with the help of the SPSS program. The results showed that partially the Korean Wave variable had a significant effect on purchasing decisions with a significance value of 0.013 <0.05 and Brand Personality also had a significant effect with a significance value of 0.005 <0.05, while Brand Ambassador had no significant effect with a significance value of 0.107 >0.05. Simultaneously, Korean Wave, Brand Ambassador, and Brand Personality had a significant effect on purchasing decisions with a significance value of 0.000 <0.05. The coefficient of determination (R Square) of 0.195 indicates that 19.5% of purchasing decisions can be explained by the three research variables, while the remainder is influenced by factors outside the study. Based on these results, it can be concluded that the Korean Wave and brand personality are more dominant factors than brand ambassadors in influencing the purchasing decisions of Azarine skincare products among female students at PP. Al-Ishlah

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