Prastiyo, Aris and Lusy Deasyana Rahma Devita,, SAB.,MAB (2022) Pengaruh Korean Wave, Brand Ambassador Dan Brand Image Terhadap Keputusan Pembelian (Survei Online Terhadap Konsumen Scarlett Whitening Di Jawa Timur). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh dari Korean Wave, Brand Ambassador dan Brand Image terhadap keputusan pembelian produk Scarlett whitening di Jawa Timur. Scarlett Whitening merupakan salah satu brand skincare ternama di Indonesia, dengan memanfaatkan fenomena Korean Wave dengan menggandeng artis atau Idol Korea sebagai Brand Ambassador, Scarlett ingin menunjukkan Brand Image skincare yang mereka miliki adalah produk yang baik dan berkualitas. Dengan begitu penting untuk mengetahui keefektivitasan pemanfaatan fenomena Korean Wave ini serta penggunaan Brand Ambassador dan Brand Image terhadap Keputusan Pembelian dari produk Scarlett Whitening. Data dari peneitian ini dikumpulkan dengan cara survei online, responden adalah konsumen Scarlett Whitening di Jawa Timur, Pernah menonton atau mendengarkan drama/film/lagu Korea, dan melakukan pembelian atau menggunakan produk Scarlett Whitening dalam kurun waktu satu tahun terakhir yang berjumlah 75 responden. Untuk uji hipotesis peneliti menggunakan Uji Koefisisen Determinasi Berganda (R2), uji T dan uji F. Hasil dari penelitian in menunjukkan Variabel Korean Wave (X1) dan Brand Image (X3) berpengaruh positif dan signifikan terhadap Keputusan Pembelian (Y) pada produk Scarlett Whitening . dan Brand Ambassador (X2) berpengaruh positif namun tidak signifikan terhadap Keputusan Pembelian (Y) produk Scarlett Whitening . kemudian Variabel Korean Wave (X1), Brand Ambassador (X2) dan Brand Image (X3) secara simultan berpengaruh terhadap Keputusan Pembelian (Y) produk Scarlett Whitening.
English Abstract
This study aims to analyze the influence of the Korean Wave, Brand Ambassadors and Brand Image on Purchasing Decisions for Scarlett Whitening products in East Java. Scarlett Whitening is one of the well-known skincare brands in Indonesia, by taking advantage of the Korean Wave phenomenon by cooperating with Korean artists or idols as Brand Ambassadors, Scarlett wants to show that the brand image of skincare they have is good and quality products. Thus it is important to know the effectiveness of utilizing this Korean Wave phenomenon as well as the use of Brand Ambassadors and Brand Image on Purchasing Decisions of Scarlett Whitening products. The data from this research were collected by means of an online survey, the respondents were Scarlett Whitening consumers in East Java,Have watched or listened to Korean dramas/films/songs, and made purchases or used Scarlett Whitening products within the last one year totaling 75 respondents. To test the hypothesis, the researcher used the Multiple Determination Coefficient Test (R2), the T test and the F test. The results of this study indicate that Korean Wave (X1) and Brand Image (X3) variables have a positive and significant effect on Purchase Decision (Y) on Scarlett Whitening products. and Brand Ambassador (X2) has a positive but not significant effect on Purchase Decision (Y) for Scarlett Whitening products. Then the Korean Wave (X1), Brand Ambassador (X2) and Brand Image (X3) variables simultaneously affect the Purchase Decision (Y) for Scarlett Whitening products.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0522030188 |
| Uncontrolled Keywords: | Korean Wave, Brand Ambassador dan Brand Image, Scarlett Whitening, Keputusan Pembelian .- orean Wave, Brand Ambassador and Brand Image, Scarlett Whitening, Purchase Decision |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Endang Susworini |
| Date Deposited: | 24 May 2023 03:08 |
| Last Modified: | 24 May 2023 03:08 |
| URI: | http://repository.ub.ac.id/id/eprint/200185 |
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