PURCHASE DECISION BASED ON BRAND AMBASADOR AND KOREAN WAVE VIA BRAND IMAGE ONLINE SHOPPING

Abstract

This research aims to determine the influence of the Korean Wave and Brand Ambassador on purchasing decisions via Brand Image at Bukalapak. The population in this research are all consumers who know that Son Jong Ki is a brand ambassador and Son Jong Ki has influence as a brand ambassador and has made purchases at Bukalapak with a minimum of two purchases in the last four months who are aged 16 to > 35 years. This research is causality research, testing purchasing decisions that are influenced by the Korean wave and brand ambassadors through brand image. To check the quality of the data, samples were taken using a non-probability sampling method with a purposive sampling technique, and reliability, validity and classical assumptions consisting of normality, heterodasticity and multicollinearity were tested. The number of samples was determined using the Hair et al method using the n X 5 equation to obtain a sample of 160 people as respondents. The statistical analysis tool used is Path Analysis, data processing and analysis is carried out using Multiple Linear Regression, F Test, t test, Termination Coefficient (R²). The test results show that the Korean Wave has a positive effect on Brand Image, as well as Brand Ambassador has a positive effect on Brand Image. Then Brand Image has a positive influence on Purchasing Decisions, while Korean Wave and Brand Ambassador have no direct influence on Purchasing Decisions. So that Brand Image becomes an intervening variable for the Korean Wave and Brand Ambassador in forming purchasing decisions for Bukalapak products.