Analysis of Korean Wave, Brand Ambassador, and Influencer on Purchase for BTS “BT21” Product
Analisis Korean Wave, Brand Ambassador dan Influencer terhadap Keputusan Pembelian Produk BTS “BT21”]
DOI:
https://doi.org/10.21070/ups.3196Keywords:
Korean Wave, Brand Ambassador, Influencer, Buying DecisionAbstract
This research was conducted to determine the influence of the Korean Wave Brand Ambassadors and Influencers on purchasing decisions for BIS "BT21" products. This research is quantitative with the population in this study namely consumers who have bought BT21 products in Sidoarjo, East Java Sidoarjo. The sampling technique used the Lemeshow formula and obtained as many as 96 respondents. The data analysis technique used is descriptive analysis with the help of SmartPLS version 3.0 software. The results showed that the Korean Wave partially had a positive and significant effect on purchasing decisions for BT21 Brand Ambassador products and partially had a positive and significant effect on purchasing decisions for BT21 products. Influencers by partial positive and significant effect on purchasing decisions of BT21 products
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