Pengaruh Korean Wave dan Brand Ambassador Terhadap Keputusan Pembelian

Studi Pada Pengguna Marketplace Tokopedia di Denpasar

Abstract

The purpose of this study is to investigate the influence of Hallyu and brand ambassadors on purchasing decisions on the Tokopedia marketplace. The research methods used are quantitative. The research location is Denpasar area. The sample consisted of 100 of his respondents. The data analysis techniques used are plausibility test, reliability, classical assumptions, multiple regression, coefficient of determination, t-test, and f-test. The results of the study showed that the Korean wave had a significant positive impact on purchasing decisions, brand ambassadors had a significant positive impact on purchasing decisions, and at the same time, the Korean wave and brand ambassadors had a significant impact on purchasing decisions. found. decision. The influence of independent variables on purchase decisions is 58.9%. The research proposal is that the Tokopedia Marketplace should provide advertisements with messages and information about Korean culture, should always collaborate with a famous artist, and instill trust in his Tokopedia among consumers. means that promotions should be carried out on a regular basis.