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All Journal Jurnal Ilmiah Manajemen dan Akuntansi
Nierma Restha
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Other

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PENGARUH KOREAN WAVE, WORD OF MOUTH DAN    BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN: (Studi Pada Konsumen Produk Kosmetik Korea Romand Indonesia di Jakarta Selatan) Nierma Restha; Ravindra Safitra Hidayat
Jurnal Ilmiah Manajemen dan Akuntansi Vol. 1 No. 3 (2024): Mei : Jurnal Ilmiah Manajemen dan Akuntansi
Publisher : CV. Denasya Smart Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69714/w4z9e230

Abstract

This research aims to determine the influence of the Korean Wave, Word of Mouth, and Brand Image on Purchase Decisions among consumers of Romand Korea Cosmetic Products in South Jakarta, Indonesia. This research is of a quantitative type. The population of the study consists of 800 individuals. The sample used includes 127 respondents, selected using a non-probability sampling technique with an accidental sampling method. Data collection was done through a questionnaire with a Likert scale that was processed using SPSS Version 22 software. The data analysis involved validity and reliability tests, classical assumption tests, hypothesis testing, and multiple linear regression. The results of this study indicate that the variables Korean Wave, Word of Mouth, and Brand Image each have a significant influence on Purchase Decisions.
Co-Authors Hidayat, Ravindra Safitra