Proceedings of the International Conference on Economics and Business Studies (ICOEBS-22-2)

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Purchase Decision Influenced by Brand Ambassador, Korean Wave, Brand Image Mediated by Buying Interest

Authors
Diva Ayu Pradani1, Liana Mangifera1, *
1Faculty of Economics and Business, Universitas Muhammadiyah Surakarta, Surakarta, Indonesia
*Corresponding author. Email: lm122@ums.ac.id
Corresponding Author
Liana Mangifera
Available Online 4 October 2023.
DOI
10.2991/978-94-6463-204-0_56How to use a DOI?
Keywords
Brand Ambassador; Korean Wave; Brand Image; Buying Interest; Purchase Decision
Abstract

This study aimed to determine whether purchasing decisions can be influenced by brand ambassadors, Korean waves, and brand image and can be mediated by the interest in buying Scarlett Whitening products among students in Surakarta. This research is a quantitative study using a non-probability sampling technique using a purposive sampling method by distributing questionnaires in the form of Google from university students in Surakarta. Data was successfully collected, which met the qualifications of 217 respondents—processed using SmartPls 3 software. In this study, data management was carried out, namely validity testing, reliability testing, and hypothesis testing. There were 10 hypothesis testing with the results of brand ambassadors, brand image, and purchase intention directly influencing the purchasing decision of Scarlett whitening products.Meanwhile, the Korean Wave had no effect either directly or indirectly on interest and purchasing decisions. The role of mediation in this study shows that brand image is the only one that is successfully mediated by purchase intention. The results of this study can be used as a reference for Scarlett whitening product marketing so that they can continue collaborating with brand ambassadors to attract consumer attention and increase sales. Purchases because consumers are usually more concerned with the product’s image than trends or figures who become brand ambassadors.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Economics and Business Studies (ICOEBS-22-2)
Series
Advances in Economics, Business and Management Research
Publication Date
4 October 2023
ISBN
10.2991/978-94-6463-204-0_56
ISSN
2352-5428
DOI
10.2991/978-94-6463-204-0_56How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Diva Ayu Pradani
AU  - Liana Mangifera
PY  - 2023
DA  - 2023/10/04
TI  - Purchase Decision Influenced by Brand Ambassador, Korean Wave, Brand Image Mediated by Buying Interest
BT  - Proceedings of the International Conference on Economics and Business Studies (ICOEBS-22-2)
PB  - Atlantis Press
SP  - 670
EP  - 685
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-204-0_56
DO  - 10.2991/978-94-6463-204-0_56
ID  - Pradani2023
ER  -