E-JRM
eJrm Vol. 11 No. 12 Februari 2022

Pengaruh Brand Ambassador, Brand Personality Dan Korean Wave Terhadap Keputusan Pembelian Produk Nature Republik Aloe Vera

Safirotul Mu’nisah (Unknown)
Muhammad Ridwan Basalamah (Unknown)
Aleria Irma Hatneny (Unknown)

Article Info

Publish Date
10 Mar 2022

Abstract

Abstract This study aims to determine the effect of entrepreneurship education, resilience and motivation on interest in entrepreneurship. The object of this research is students of the Faculty of Economics and Business, Islamic University of Malang with a total sample of 81 students. The sampling technique used purposive sampling. Data collection techniques using questionnaires and data analysis tools. Based on the results of a partial research analysis, brand ambassador has a significant effect on buying decision. While partially brand ambassador has a significant effect on buying decision. Meanwhile, partially korean wave has a significant effect on buying decision. Keywords: Brand Ambassador, Brand Personality, Korean Wave and Buying Decision

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Journal Info
E-JRM
Website

Abbrev

jrm

Publisher

Universitas Islam Malang

Subject

Economics, Econometrics & Finance

Description

E-JRM : Elektronik Jurnal Riset Manajemen merupakan salah satu jurnal publikasi ilmiah yang diterbitkan oleh Fakultas Ekonomi Dan Bisnis , Universitas Islam Malang dengan nomor ISSN 2302-6200 yang memiliki fokus keilmuan pada bidang Manajemen Keuangan, Manajemen Pemasaran, Manajemen Sumber Daya ...