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All Journal Jurnal Manajemen dan Bisnis Sriwijaya Jurnal Ecodemica : Jurnal Ekonomi Manajemen dan Bisnis Perspektif : Jurnal Ekonomi dan Manajemen Universitas Bina Sarana Informatika Moneter : Jurnal Akuntansi dan Keuangan Scientific Journal of Reflection : Economic, Accounting, Management and Business EQIEN - JURNAL EKONOMI DAN BISNIS At-tijaroh: Jurnal Ilmu Manajemen dan Bisnis Islam Journal Of Management Science (JMAS) Jurnal Doktor Manajemen (JDM) Dinasti International Journal of Management Science Dinasti International Journal of Education Management and Social Science Journal of Enterprise and Development (JED) Pekobis : Jurnal Pendidikan, Ekonomi, dan Bisnis Dinasti International Journal of Digital Business Management Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) Journal of Industrial Engineering & Management Research (JIEMAR) International Journal of Social and Management Studies (IJOSMAS) Jurnal Pengabdian Kepada Masyarakat International Journal of Educational Review, Law And Social Sciences (IJERLAS) Journal of Economics and Business Letters ProBisnis : Jurnal Manajemen Golden Ratio of Mapping Idea and Literature Format Jurnal Akuntansi dan Manajemen Bisnis (JAMAN) Jurnal Ekonomi dan Manajemen (JEKMA) Journal of Business Studies and Management Review Priviet Social Sciences Journal International Journal of Accounting, Management, Economics and Social Sciences (IJAMESC) West Science Business and Management Jurnal Ekonomi Bisnis Manajemen dan Akuntansi (Jebisma) International Journal Multidisciplinary Science Jurnal Dinamika Manajemen Atestasi : Jurnal Ilmiah Akuntansi
Dede Suleman
Universitas Pembangunan Jaya
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Journal : International Journal Multidisciplinary Science

 1 
THE INFLUENCE OF BRAND AMBASSADOR, BRAND PERSONALITY, AND KOREAN WAVE ON PURCHASE DECISIONS OF SOMETHINC Rona Ayudia Purnandika; Mohamad Trio Febriyantoro; Zulkifli Zulkifli; Dede Suleman; Fendi Saputra; Yohanes Totok Suyoto
International Journal Multidisciplinary Science Vol. 1 No. 3 (2022): October: International Journal Multidisciplinary Science
Publisher : Asosiasi Dosen Muda Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56127/ijml.v1i3.387

Abstract

This study aims to determine the influence of Brand Ambassadors, Brand Personality and the Korean Wave on the Purchase Decision of somethinc products. This research is research that uses quantitative data. The population of this research is so-think consumers. The sample in this study amounted to 120 respondents. The techniques used are validity test, reliability test, classic assumption test (normality test, multicollinearity test, and heteroscedasticity test), multiple linear regression analysis, F test, and T test. The results of this study indicate that Brand Ambassador and Brand Personality simultaneously significantly affect purchasing decisions. Meanwhile, the Korean Wave simultaneously has no significant effect on purchasing decisions of something. Brand Ambassador has a positive and significant effect on purchasing decisions, Brand Personality has a positive and significant effect on purchasing decisions, and Korean Wave has a negative and insignificant effect on purchasing decisions.
Co-Authors Aan Rahman Adi Chandra Setiawan Agus Saputra Alya Syahla Amanda Putri Amin Setio Lestiningsih Andi Martias Anis Fuad Salam Anus Wuryanto Aprillia Aprillia Aprillia aprillia Asep Dony Suhendra Aura Qurratul Aini Budi Dede Mustomi Dedi Suharyadi Dedi Suharyadi Devy Sofyanty Dewi Nusraningrum Dhuha Safria Diah Refiana Dinar Riftiasari Dwi Setyaningrum, Etik Endang Pitaloka Enggar Widianingrum Etik Dwi Styaningrum Eulin Karlina Eulin Karlina Fachrizal Satrio Putro Yuwono Fadila Hardika Putri Fadjari Widhi Kurniandra Fahira Adya Prasetyo Fara Mutia Fendi Saputra Fendi saputra Fendi Saputra Fendi Saputra Feyza Muhammad Ikhsan Ginting, Yanti Mayasari Hapzi Ali Hasibuan, Reza Rahmadi Helmy Ivan Taruna Heni Pujiastuti Ida Zuniarti Ida Zuniarti Ida Zuniarti Ida Zuniarti, Ida Imelda Sari Indra Surya Permana Indria Widyastuti Joko Ariawan Karlina, Eulin Kayla Zoraya Hanum Khaerani, Reny Kojongian, Marcellino Kevin Laras Sabrina, Hanan Lilik Yuliawati Lukman Hakim Lukman Hakim Lukman Hakim Martayadi, Uwi Mety Titin Herawaty Mohamad Trio Febriyantoro Mohamad Trio Febriyantoro Mohamad Trio Febriyantoro Monika Claudia Sarita Muhammad Azizurrohman Mukti Ali, Mochammad Mutia Pamikatsih Nur Alya Nurhayaty, Ety Nurzalinar Joesah Nyoman Suardhita Puji Yuniarti Puji Yuniarti Puspasari, Aprilia Puspitasari, Desy Rachmat Fadly Rachmat Sjarief Raden Ati Haryati Ratih Purnama Sari Ratih Setyo Rini Refina Sari Wiratami Refindo Pradikta Rulando Resti Yulistria Riani, Ayundah Rini Martiwi Risky Angga Pramuja Rohani Lestari Napitupulu Rohimah, Luthfia Rona Ayudia Purnandika Roy Irawan Roydawaty Roydawaty Bunga Sabil Sabil Sabil Sabil Sabil - sabil sabil, sabil Sinta Rukiastiandari Sofyan Marwansyah Sofyan Marwansyah Sri Budi Cantika Yuli Sri Rusiyati Sri Rusiyati Sri Rusiyati Sri Rusiyati Styaningrum, Etik Dwi Sugiyah Sugiyah Supiandi, Supiandi SUPRIATIN Supriatin Supriatin Susan Rachmawati Susan Rachmawati Syahmardi Yacob Taat Kuspriyono, Taat Tarisa Aulia Ananda Teguh Prasetio Totok Suyoto Ujang Badru Jaman Uli Wildan Nuryanto Universitas Bina Sarana Informatika, Zahra Wiwin Wianti, Wiwin Yohanes Totok Suyoto Yohanes Totok Suyoto Yulia Nur Hasanah Yuliana Saridewi Kusumastuti Yusuf Iskandar Zaenal Muttaqin Zulkifli Zulkifli Zulkifli Zulkifli Zulkifli Zulkifli