IDEAS home Printed from https://ideas.repec.org/h/spr/advbcp/978-94-6463-204-0_56.html

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

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

Author

Listed:
  • Diva Ayu Pradani

    (Universitas Muhammadiyah Surakarta, Faculty of Economics and Business)

  • Liana Mangifera

    (Universitas Muhammadiyah Surakarta, Faculty of Economics and Business)

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.

Suggested Citation

  • Diva Ayu Pradani & Liana Mangifera, 2024. "Purchase Decision Influenced by Brand Ambassador, Korean Wave, Brand Image Mediated by Buying Interest," Advances in Economics, Business and Management Research, in: Huda Maulana & Muhammad Sholahuddin & Muhammad Anas & Zulfikar Zulfikar (ed.), Proceedings of the International Conference on Economics and Business Studies (ICOEBS-22-2), pages 670-685, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-204-0_56
    DOI: 10.2991/978-94-6463-204-0_56
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a
    for a similarly titled item that would be available.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:advbcp:978-94-6463-204-0_56. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.