PENGARUH KOREAN WAVE TERHADAP PENGGUNAAN KOREAN BRAND AMBASSADOR PADA BRAND SKINCARE INDONESIA DAN BAGAIMANA PENGARUHNYA TERHADAP PERSEPSI KUALITAS MEREK, SIKAP MEREK, DAN NIAT BELI

  • I Gusti Agung Ayu Sita Damayanti Institute Komunikasi dan Bisnis LSPR
  • Putu Veda Yuri Anggarisa Institute Komunikasi dan Bisnis LSPR
  • Siti Sarah Raissa Institute Komunikasi dan Bisnis LSPR
DOI: http://dx.doi.org/10.46930/ojsuda.v31i3.3435

Abstract

Seiring dengan maraknya Korean Wave di industri perawatan kulit Indonesia, banyak merek perawatan kulit Indonesia yang mulai menggunakan duta merek non-lokal untuk merek tersebut. Penelitian ini bertujuan untuk mengetahui peran brand ambassador NCT Dream terhadap Perceived Quality, Brand Attitude, dan Purchase Intention sebuah brand skincare Indonesia bernama ' Somehinc .' Penelitian ini menggunakan kuesioner dan wawancara semi terstruktur yang melibatkan 387 responden Generasi Z (usia 20-24 tahun) yang berdomisili di Jakarta, Indonesia. Penelitian ini menunjukkan bahwa brand ambassador NCT Dream memiliki pengaruh yang signifikan terhadap Perceived Quality, Brand Attitude, dan Purchase Intention dari ' Somehinc '. Selain itu, dikumpulkan saran dan pendapat dari lima ahli untuk menganalisis topik penelitian ini.

Published
Jun 29, 2023
How to Cite
DAMAYANTI, I Gusti Agung Ayu Sita; ANGGARISA, Putu Veda Yuri; RAISSA, Siti Sarah. PENGARUH KOREAN WAVE TERHADAP PENGGUNAAN KOREAN BRAND AMBASSADOR PADA BRAND SKINCARE INDONESIA DAN BAGAIMANA PENGARUHNYA TERHADAP PERSEPSI KUALITAS MEREK, SIKAP MEREK, DAN NIAT BELI. Jurnal Darma Agung, [S.l.], v. 31, n. 3, p. 294-301, june 2023. ISSN 2654-3915. Available at: <https://ejurnal.darmaagung.ac.id/index.php/jurnaluda/article/view/3435>. Date accessed: 31 dec. 2024. doi: http://dx.doi.org/10.46930/ojsuda.v31i3.3435.
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Vol 31 No 3 (2023): JUNI
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