Article Per Year (5 Year)
p-Index From 2021 - 2026
0.61
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This Author published in this journals
All Journal AMAR (Andalas Management Review) Journal of Business Economics and Management
Puti Embun Sari
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%.
Pengaruh Social Media Marketing, Discount Dan Brand Awareness Terhadap Keputusan Pembelian Produk Kosmetik Barenbliss Di Shopee Adinda Frisilla; Puti Embun Sari
Journal of Business Economics and Management | E-ISSN : 3063-8968 Vol. 2 No. 1 (2025): Juli - September
Publisher : GLOBAL SCIENTS PUBLISHER

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Abstract

This research aims to analyze the effect of social media marketing, discounts, and brand awareness on purchase decisions for Barenbliss cosmetic products on Shopee. The study uses a quantitative approach with data collected from 100 respondents through a structured questionnaire. The analysis employed multiple linear regression to determine the partial and simultaneous influence of the variables. The results show that social media marketing, discounts, and brand awareness significantly influence purchasing decisions, both individually and simultaneously. These findings suggest that strengthening digital marketing strategies and brand engagement can enhance consumer purchasing behavior.
Pengaruh Celebrity Endorser, Citra Merek Dan Kepercayaan Konsumen Terhadap Keputusan Pembelian Produk Skincare Azarine Di Shopee Shinta Ulfa; Puti Embun Sari
Journal of Business Economics and Management | E-ISSN : 3063-8968 Vol. 2 No. 1 (2025): Juli - September
Publisher : GLOBAL SCIENTS PUBLISHER

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Abstract

This study aims to determine the influence of Celebrity Endorser, Brand Image, and Consumer Trust on purchasing decisions for Azarine skincare products on Shopee. The data used are quantitative data obtained from questionnaires. The sampling technique used non-probability sampling with a total of 100 respondents. Data processing was carried out using SPSS 25 through validity, reliability, classical assumption tests, and multiple linear regression analysis. The results of the study indicate that partially, Celebrity Endorser has a positive but insignificant effect on purchasing decisions. Brand Image has a positive and significant effect on purchasing decisions. Consumer Trust also has a positive and significant effect on purchasing decisions. Simultaneously, these three variables influence purchasing decisions for Azarine skincare products on Shopee.
Co-Authors Adelia Fanisa Adinda Frisilla Shinta Ulfa