Pengaruh Brand Ambassador, Korean Wave dan Kualitas Produk Terhadap Keputusan Pembelian Body Lotion Merek Scarlett Whitening pada Mahasiswa Fakultas Ekonomi Bisnis Universitas 17 Agustus 1945 Surabaya. (The Influence of Brand Ambassador, Korean Wave and Product Quality on the Decision to Purchase Scarlett Whitening Brand Body Lotion among Students at the Faculty of Business Economics, University of 17 August 1945 Surabaya).

Khomariyah, Anisa'ul (2023) Pengaruh Brand Ambassador, Korean Wave dan Kualitas Produk Terhadap Keputusan Pembelian Body Lotion Merek Scarlett Whitening pada Mahasiswa Fakultas Ekonomi Bisnis Universitas 17 Agustus 1945 Surabaya. (The Influence of Brand Ambassador, Korean Wave and Product Quality on the Decision to Purchase Scarlett Whitening Brand Body Lotion among Students at the Faculty of Business Economics, University of 17 August 1945 Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

The background of this research is that local brand Scarlett Whitening products can show promising developments through product quality, competitive prices and good marketing and branding strategies so that this product is quite phenomenal among teenagers/students. Another thing that underlies the researchers to conduct this research is because of brand ambassadors and foreign cultural influences, namely the Korean wave. The purpose of this research is to be able to study the influence of three variables in influencing the decision to buy Scarlett Whitening body lotion for students of the Faculty of Business Economics, University of August 17, 1945, Surabaya. In determining the research sample, the researcher used the slovin formula so that a sample of 94 respondents was obtained. The research sample was taken using an purposive sampling. The results of the research data were analyzed quatitatif using a data collection instrument (questionnaire) before being tested for validity and reliability. While the analysis of the results of the data analysis was carried out through table analysis, multiple linear regression analysis, t test f test with SPSS ver 29 tools. The results showed that the Brand Ambassador (X1), Korean Wave (X2) and Product Quality (X3) variables simultaneously had a significant effect on the Purchase Decision (Y) of Students of the Faculty of Business Economics, University of August 17, 1945, Surabaya. Based on the calculation results of data analysis through the regression test it was concluded that the Brand Ambassador variable partially had a positive and significant effect on Purchasing Decisions, the Korean Wave variable partially had a positive and significant effect on Purchase Decisions and the Product Quality variable partially had a positive and significant effect on Faculty Student Purchasing Decisions University of Business Economics August 17, 1945 Surabaya.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Brand Ambassador, Korean Wave, Quality Products and Purchase Decisions
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions H Social Sciences > HF Commerce
Divisions:	Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Manajemen
Depositing User:	1211900355 Anisa'ul Khomariyah
Date Deposited:	22 Jul 2024 04:45
Last Modified:	23 Jul 2024 01:25
URI:	http://repository.untag-sby.ac.id/id/eprint/22774

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