Article Per Year (5 Year)
p-Index From 2020 - 2025
0.23
P-Index
This Author published in this journals
All Journal International Journal of Social Science, Education, Communication and Economics
Syilfiana, Intan
Unknown Affiliation
Religion Arts Humanities Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
The Effect of Korean Brand Ambassador and Customer Online Review on Purchase Decision with Brand Image as An Intervening Variable Muhasanah, Rodhiyah; Syilfiana, Intan; Juliyah, Juliyah
International Journal of Social Science, Education, Communication and Economics Vol. 3 No. 5 (2024): December
Publisher : Lafadz Jaya Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/sj.v3i5.446

Abstract

This study aims to analyze the effect of Korean Brand Ambassadors and Online Customer Reviews on purchasing decisions for YOU Beauty skincare products in Jakarta, with Brand Image as a mediating variable. This study uses a quantitative approach to examine the direct and indirect relationships between the variables studied. The path analysis technique was applied to process the data collected. The results showed that Korean Brand Ambassador has a positive and significant influence on purchasing decisions, while Online Customer Review does not have a significant positive influence on purchasing decisions. These findings highlight the important role of Brand Image in strengthening the relationship between Korean Brand Ambassadors and Online Customer Reviews with purchasing decisions, especially in the skincare product industry.
Co-Authors Juliyah, Juliyah Muhasanah, Rodhiyah