Pengaruh SEVENTEEN sebagai Brand Ambassador dan Korean Wave terhadap Purchase Decision melalui Brand Image

Authors

  • Naila Ika Andharini Universitas Riau, Indonesia
  • Henni Noviasari Universitas Riau, Indonesia
  • Sri Wahyuni Wildah Universitas Riau, Indonesia

DOI:

https://doi.org/10.57235/qistina.v5i2.8752

Keywords:

Brand Ambassador, Korean Wave, Brand Image dan Purchase Decision

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh SEVENTEEN sebagai brand ambassador dan korean wave terhadap purchase decision produk Indomilk Authentic Korean Flavor melalui brand image sebagai variabel mediasi. Penelitian ini menggunakan metode kuantitatif dengan teknik pengumpulan data melalui penyebaran kuesioner. Populasi dalam penelitian ini adalah penggemar SEVENTEEN yang berjumlah 106 responden yang dipilih menggunakan teknik purposive sampling. Teknik analisis data yang digunakan adalah SPSS 26 untuk mengetahui pengaruh langsung dan tidak langsung antar variabel. Hasil penelitian menunjukkan bahwa Brand Ambassador dan Korean Wave berpengaruh positif dan signifikan terhadap Brand Image dan Purchase Decision. Selain itu, Brand Image juga mampu memediasi pengaruh Brand Ambassador dan Korean Wave terhadap Purchase Decision.

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References

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Published

2026-07-28

How to Cite

Naila Ika Andharini, Henni Noviasari, & Sri Wahyuni Wildah. (2026). Pengaruh SEVENTEEN sebagai Brand Ambassador dan Korean Wave terhadap Purchase Decision melalui Brand Image. QISTINA: Jurnal Multidisiplin Indonesia, 5(2), 17–26. https://doi.org/10.57235/qistina.v5i2.8752

Issue

Vol. 5 No. 2 (2026): December 2026

Section

Articles

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