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All Journal El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Journal of Ekonomics, Finance, and Management Studies
Fitriyani, Anggi
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Religion Agriculture, Biological Sciences & Forestry Civil Engineering, Building, Construction & Architecture Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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Pengaruh Korean Wave, Brand Ambassador Dan Brand Image Terhadap Keputusan Pembelian Pada Produk Skincare Azarine Fitriyani, Anggi; Nuryanto, Imam
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 6 No. 3 (2025): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v6i3.6821

Abstract

Purchasing decisions are the final step through consideration of factors that drive consumers to buy products. The purpose of this study is to examine the influence of several focused factors, namely the Korean wave, brand ambassador and brand image on purchasing decisions for Azarine’s products. This study uses quantitative methods. Data collection techniques by distributing questionnaires online and offline with a sample of 100 respondents. The analysis technique uses SmartPLS 4.0 with the results of the study showing that the Korean wave does not have a significant influence on purchasing decisions, brand ambassadors have a significant influence on purchasing decisions and brand image has a significant influence on purchasing decisions. Keywords: korean wave, brand ambassador, brand image, purchase decision
Pengaruh Korean Wave, Brand Ambassador Dan Brand Image Terhadap Keputusan Pembelian Pada Produk Skincare Azarine Fitriyani, Anggi; Nuryanto, Imam
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 6 No. 3 (2025): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v6i3.6821

Abstract

Purchasing decisions are the final step through consideration of factors that drive consumers to buy products. The purpose of this study is to examine the influence of several focused factors, namely the Korean wave, brand ambassador and brand image on purchasing decisions for Azarine’s products. This study uses quantitative methods. Data collection techniques by distributing questionnaires online and offline with a sample of 100 respondents. The analysis technique uses SmartPLS 4.0 with the results of the study showing that the Korean wave does not have a significant influence on purchasing decisions, brand ambassadors have a significant influence on purchasing decisions and brand image has a significant influence on purchasing decisions. Keywords: korean wave, brand ambassador, brand image, purchase decision
Co-Authors Imam Nuryanto