Pengaruh korean wave brand ambassador dan brand personality terhadap minat beli produk laneige Pada wanita generasi milenial di kota makassar
DOI:
https://doi.org/10.37476/nmar.v3i1.2864Keywords:
Korean Wave, Brand Ambassador, Brand Personality. Minat Beli, Korean Wave, Brand Ambassador, Brand Personality. Buying InterestAbstract
Penelitian ini bertujuan untuk mengetahui pengaruh Korean Wave Brand Ambassador dan Brand Personality, Terhadap Minat Beli Produk Laneige pada Wanita Generasi Milenial di Kota Makassar.
Penelitian ini menggunakan analisis deskriptif kuantitif. Populasi dan sampel dari penelitian ini berjumlah 90 responden dan semuanya wanita generasi milenial di Kota Makassar yang mengetahui produk Laneige dan mengetahui Brand Ambassador produk Laneige tersebut. Teknik yang digunakan adalah teknik regresi linear berganda. Data ini menggunakan analisis uji asumsi klasik, regresi berganda, uji T, dan koefisiensi determinasi. Hasil penelitian ini menunjukkan bahwa Korean Wave Brand Ambassador dan Brand Personality berpengaruh signifikan terhadap Minat Beli produk Laneige pada Wanita Generasi Milenial di Kota Makassar
This study aims to determine the influence of the Korean Wave Brand Ambassador and Brand Personality, on the Interest in Buying Laneige Products in Millennial Generation Women in Makassar City.
This research uses descriptive quantitative analysis. The population and sample of this study amounted to 90 respondents and all of them are millennial generation women in Makassar City who know Laneige products and know the Brand Ambassadors of Laneige products. The technique used is multiple linear regression technique. This data uses classical assumption test analysis, multiple regression, T test and F test, and the coefficient of determination. The results of this study indicate that the Korean Wave Brand Ambassador and Brand Personality have a significant effect on the purchase intention of Laneige products in Millennial Generation Women in Makassar City.
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