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All Journal Jurnal Manajemen dan Bisnis Indonesia Edutourism : Journal Of Tourism Reseach Inobis: Jurnal Inovasi Bisnis dan Manajemen Indonesia Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences
Syafrizal Helmi Situmorang
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Journal : Jurnal Manajemen dan Bisnis Indonesia

 1 
Pengaruh Brand Ambassador, Brand Personality Dan Korean Wave Terhadap Keputusan Pembelian Produk Nature Republic Aloe Vera Ayu Sagia; Syafrizal Helmi Situmorang
Jurnal Manajemen dan Bisnis Indonesia Vol 5 No 2 (2018): Jurnal Manajemen Bisnis Indonesia - Edisi Februari 2018
Publisher : Forum Manajemen Indonesia (FMI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31843/jmbi.v5i2.168

Abstract

This study aims to determine the impact of Brand Ambassador, Brand Personality and Korean Wave toward Purchase Decision Nature Republic Aloe Vera skincare product in the Faculty of Culture University Sumatera Utara. This research is associative research and the type of data used is quantitative data. The population of this research is students in the Faculty of culture University Sumatera Utara. The sample in this study amounted to 92 respondent. The technique used is multiple linear regressions. The results of this study showed that Brand Ambassador, Brand Personality and Korean Wave simultaneously, significantly influence towards purchase decision Nature Republic Aloe Vera skincare product in the Faculty of Culture University Sumatera Utara. Partially, Brand Ambassador has a positive and significant effect to purchase decision, Brand Personality has a positive and significant effect to purchase decision, Korean Wave has a positive and significant effect to purchase decision Nature Republic Aloe Vera skincare product in the Faculty of Culture University Sumatera Utara. Keywords: Brand Ambassador, Brand Personality, Korean Wave, Purchase Decision
Co-Authors Ayu Sagia Beby Karina Fawzeea Sembiring Endang Sulistya Rini Marhaini Marhaini Marhayanie Marhayanie Muhammad Hajar Haitami Nia Alfrika Sipayung Stevani Korentia Sebayang Tetty Yuliaty Tri Widiyanti