relation: https://eprints.untirta.ac.id/47927/
title: PENGARUH BRAND AMBASSADOR DAN BRAND  PERSONALITY DIMODERASI OLEH KOREAN WAVE  TERHADAP PURCHASE DECISION  (Survei pada Konsumen Produk Somethinc)
creator: WIDI ASTUTI, AZHYZE
subject: H Social Sciences (General)
description: This research was conducted to determine the influence of brand ambassadors and  brand personality on purchase decisions with the Korean wave as a moderating  variable for Somethinc consumers. Data collection in this research was carried out  through questionnaires and literature study. The population of this research is  Somethinc customers in Serang City aged 17-35 years and a sample of 128  respondents using the purposive sampling method with accidental sampling. The  analytical method used is Structural Equation Modeling (SEM) with the SmartPLS  4 analysis tool.  The results of this research show that: (1) Brand ambassadors have a positive but  not significant effect on purchase decisions. (2) Brand personality has a positive  and significant effect on purchase decisions. (3) The Korean wave has a positive  and significant effect on purchase decisions. (4) The Korean wave has the ability  to moderate the influence of brand ambassadors on purchase decisions. (5) The  Korean wave has the ability to moderate the influence of brand personality on  purchase decisions.
date: 2025
type: Thesis
type: NonPeerReviewed
format: text
language: en
identifier: https://eprints.untirta.ac.id/47927/1/AZHYZE%20WIDI%20ASTUTI_5551200094_FULLTEXT.pdf
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language: en
identifier: https://eprints.untirta.ac.id/47927/3/AZHYZE%20WIDI%20ASTUTI_5551200094_02.pdf
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language: en
identifier: https://eprints.untirta.ac.id/47927/4/AZHYZE%20WIDI%20ASTUTI_5551200094_03.pdf
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language: en
identifier: https://eprints.untirta.ac.id/47927/5/AZHYZE%20WIDI%20ASTUTI_5551200094_04.pdf
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language: en
identifier: https://eprints.untirta.ac.id/47927/6/AZHYZE%20WIDI%20ASTUTI_5551200094_05.pdf
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language: en
identifier: https://eprints.untirta.ac.id/47927/7/AZHYZE%20WIDI%20ASTUTI_5551200094_REF.pdf
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language: en
identifier: https://eprints.untirta.ac.id/47927/8/AZHYZE%20WIDI%20ASTUTI_5551200094_LAMP.pdf
format: text
language: en
identifier: https://eprints.untirta.ac.id/47927/9/AZHYZE%20WIDI%20ASTUTI_5551200094_01.pdf
identifier:   WIDI ASTUTI, AZHYZE  (2025) PENGARUH BRAND AMBASSADOR DAN BRAND PERSONALITY DIMODERASI OLEH KOREAN WAVE TERHADAP PURCHASE DECISION (Survei pada Konsumen Produk Somethinc).  S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.