Jurnal Ilmiah Wahana Pendidikan
Vol 10 No 23 (2024): Jurnal Ilmiah Wahana Pendidikan

Pengaruh Brand Ambassador Dan Korean Wave Terhadap Minat Beli Pada Marketplace Tokopedia di Kabupaten Karawang

Sevtiani, Novia (Unknown)
Hermana, Cecep (Unknown)

Article Info

Publish Date
12 Dec 2024

Abstract

This research aims to analyze the influence of Brand Ambassadors and the Korean Wave on Purchase Intention at the Tokopedia marketplace in the Karawang district. The research employed a quantitative approach, utilizing purposive sampling as the nonprobability sampling technique. The sample in this study consisted of 97 respondents who are Tokopedia users in the Karawang district. The results of this research show that Brand Ambassadors influence Purchase Intention, while the Korean Wave does not have an influence on Purchase Intention. Furthermore, both Brand Ambassadors and the Korean Wave collectively influence Purchase Intention.

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Journal Info
Jurnal Ilmiah Wahana Pendidikan
Website

Abbrev

JIWP

Publisher

Universitas Bumi Hijrah Tidore

Subject

Religion Education Social Sciences Other

Description

Jurnal Ilmiah Wahana Pendidikan (JIWP) Diterbitkan sebagai upaya untuk mempublikasikan hasil-hasil penelitian dan temuan di bidang pendidikan . Jurnal ini terbit 4 bulanan, yaitu bulan April, Agustus dan Desember. *Ruang Lingkup* Memuat hal kajian, analisis, dan penelitian tentang perancangan, ...