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All Journal AMAR (Andalas Management Review)
Adelia Fanisa
Universitas Dharma Andalas
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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The Influence of Korean Wave and Korean Idol Brand Ambassadors on Skincare Purchase Intention : (A Study on Undergraduate Management Students at Universitas Dharma Andalas) Adelia Fanisa; Puti Embun Sari
AMAR (Andalas Management Review) Vol. 10 No. 1 (2026)
Publisher : Management Institute Faculty of Economics Universitas Andalas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25077/amar.10.1.157-173.2026

Abstract

This study aims to analyze the influence of the Korean Wave and Korean idol brand ambassadors onpurchase intention toward skincare products among undergraduate Management students atUniversitas Dharma Andalas. This study uses a quantitative approach with a causal research design.The sample consists of 130 respondents selected using purposive sampling. Data were collected throughquestionnaires using a Likert scale and analyzed using multiple linear regression with SPSS. Theresults show that the Korean Wave has a positive and significant effect on purchase intention (sig.0.004). Korean idol brand ambassadors also have a positive and significant effect (sig.0.000) and are themost dominant variable. Simultaneously, both variables significantly influence purchase intention(sig. 0.000) with a coefficient of determination (R²) of 57.4%.
Co-Authors Puti Embun Sari