PENGARUH BRAND AMBASSADOR, KOREAN WAVE, DAN PROMOSI TERHADAP MINAT BELI MAHASISWA PADA PRODUK NATURE REPUBLIC

Amelia Putri
Adi Santoso

Jurnal Bisnis dan Manajemen (JBM)
Vol 19 No 2 (2023): JBM Vol 19 (2023): Issue 2

The purpose of this study was to observe how the influence of brand ambassadors, korean waves, and promotions on student buying interest in Nature Republic products. This research is quantitative research. The population of this study were Management Study Program students class of 2020 at Muhammadiyah Ponorogo University, totaling 158 students. The sample size of this study was 61 which was determined using the Slovin formula. The sampling method used accidental sampling. The data analysis method used is multiple linear analysis. The results of this study indicate that korean wave and promotion have a significant effect on buying interest in Nature Republic products. Another finding is that brand ambassadors have no significant effect on students' buying interest in Nature Republic beauty products.