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All Journal MIX : Jurnal Ilmiah Manajemen Jurnal Organisasi Dan Manajemen CAPITAL: JURNAL EKONOMI DAN MANAJEMEN Journal on Education Jurnal Perilaku dan Strategi Bisnis Jurnal Kewarganegaraan e-Jurnal Apresiasi Ekonomi Lentera: Multidisciplinary Studies Lentera: Multidisciplinary Studies
Awan Santosa
Universitas Mercu Buana Yogyakarta
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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Pengaruh Hallyu Wave, Brand Image dan Celebrity Endorsement Terhadap Keputusan Pembelian Produk Kosmetik Barenbliss (Bnb) di Daerah Istimewa Yogyakarta Hernda Putri Prabandaru; Awan Santosa
Jurnal Perilaku dan Strategi Bisnis Vol. 13 No. 2 (2025): Agustus
Publisher : Universitas Mercu Buana Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26486/jpsb.v13i2.4722

Abstract

This study aims to examine the influence of Hallyu Wave, Brand Image, and Celebrity Endorsement on the Purchase Decision of Barenbliss (BNB) cosmetic products in the Special Region of Yogyakarta. The research employs a quantitative approach with descriptive and causal (cause-and-effect) research types. Data were collected through questionnaires used as research instruments, involving a total of 100 respondents. The population of this study comprises all Barenbliss (BNB) consumers in the Special Region of Yogyakarta who have made purchases at least once in the past four months, with purposive sampling applied as the sampling technique. The results indicate that Hallyu Wave has no significant effect on Purchase Decisions, while Brand Image has a positive and significant effect on Purchase Decisions. In contrast, Celebrity Endorsement also shows no significant effect on Purchase Decisions. However, when considered simultaneously, Hallyu Wave, Brand Image, and Celebrity Endorsement collectively have a significant effect on Purchase Decisions. These findings suggest that although the Hallyu Wave and Celebrity Endorsement variables do not have partial effects, their presence within the model still contributes when combined with Brand Image. The findings of this study are expected to contribute to the development of academic knowledge and marketing strategies for business practitioners in the beauty industry (cosmetics and personal care), enabling a deeper understanding of consumer preferences and perceptions in making purchase decisions.
Co-Authors Andrianov Andrianov Asep Rokhyadi Permana Saputra Dhina Christi Aprilia Elsa Nabila Marcella Ema Sukma Wardani Eny Ariyanto Estu Tanti Gabriella Pingkan Larasati Prasetya Hernda Putri Prabandaru Mafizatun Nurhayati Nia Kusumawardani Rahmaharati Esa Putri Riesta Chahya Agustina Shinta Rahmani Slamet Prayogi