Pengaruh Brand Ambassador dan Korean Wave Terhadap Keputusan Pembelian Produk Nature Republic Pada Masyarakat Kota Gresik. (The Influence of Brand Ambassadors and the Korean Wave on Purchasing Decisions of Nature Republic Products in the People of Gresik City).

Assyifa, Tsany Diana (2023) Pengaruh Brand Ambassador dan Korean Wave Terhadap Keputusan Pembelian Produk Nature Republic Pada Masyarakat Kota Gresik. (The Influence of Brand Ambassadors and the Korean Wave on Purchasing Decisions of Nature Republic Products in the People of Gresik City). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

The spread of the Korean Wave or the Korean Wave over the past few years has continued to increase. The Korean Wave has a variety of products ranging from Kdramas, films, music (K-pop), fashion, food, and cosmetics from South Korea which are now common among Indonesians. Currently, what is very popular among Indonesian people, from teenagers to adults, both women and men, from their teens to tens, is K-Pop. K-pop has an important role in popularizing the Korean Wave in Indonesia. This study aims to determine how much influence Brand Ambassadors and Korean Wave have on purchasing decisions for Nature Republic products for the people of Gresik City. This study uses a quantitative method using a questionnaire in the form of google form as the instrument. The population in this study is the people of Gresik who have purchased and used Nature Republic products more than once. The sample in this study used non-probability sampling with purposive sampling of 100 respondents. Data analysis techniques in this study were Instrument Test, classical assumption test, multiple linear regression, and hypothesis testing. From the results of this t test, it shows that partially there is a positive and significant influence between the Brand Ambassador and Korean Wave variables on purchasing decisions for Nature Republic products for the people of Gresik City. As for the simultaneous f test, both also have a significant effect on the Purchase Decision of Nature Republic products in Gresik City Communities. Keywords : Brand Ambassador, Korean Wave, Purchase Decision, Nature Republic

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