Pengaruh Korean Wave, Brand Ambassador, Brand Personality Dan Social Media Marketing Terhadap Keputusan Pembelian Produk Body Care Scarlett Whitening Pada Mahasiswa Universitas Wijayakusuma Purwokerto

Abstract

This study aims to analyze the influence of the Korean wave, brand ambassador, brand personality and social media marketing on the decision to purchase Scarlett Whitening body care products for students at Wijayakusuma University, Purwokerto. The population in this study is not yet known so that the determination of the sample is calculated using the cochrane formula and 100 samples are taken.. Data analysis in this study used validity and reliability tests, classical assumption tests, multiple linear regression analysis and hypothesis testing. The results of hypothesis testing calculations show that the Korean wave has no positive and significant effect on the decision to purchase body care scarlett whitening products for Wijayakusuma Purwokerto University students, brand ambassadors and brand personality have a positive and significant effect on purchasing decisions for scarlett whitening body care products for Wijayakusuma Purwokerto University students, social media Marking has a negative and significant effect on purchasing decisions for Scarlett Whitening body care for students at Wijayakusuma University, Purwokerto.