Pengaruh Brand Ambassador dan Korean Wave terhadap Niat Belanja Produk Fashion Aplikasi Tokopedia pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Prima Indonesia

Abstract

Pengaruh Brand ambassador dan Korean Waves terhadap terhadap Niat Belanja produk fashion Aplikasi online Tokopedia pada Fakultas Ekonomi dan Bisnis Universitas Prima Indonesia “. Tujuan penelitian ini adalah untuk mengetahui dan menganalisis Pengaruh Brand ambassador dan Korean Waves terhadap Niat Belanja produk fashion Aplikasi online Tokopedia pada Fakultas Ekonomi dan Bisnis Universitas Prima Indonesia Metode penelitian yang dilakukan adalah penelitian asosiatif, dimana variabel diukur dengan skala likert. Metode pengumpulan data dilakukan dengan wawancara (interview), dengan daftar pertanyaan (questionnaire) dan studi dokumentasi. Populasi dalam penelitian ini adalah seluruh karyawan di Fakultas Ekonomi dan Bisnis Universitas Prima Indonesia yang berjumlah 92 orang. Penarikan sampel dengan metode sampling jenuh atau lebih dikenal dengan istilah sensus. Dalam penelitian ini jumlah populasi relatif kecil yaitu sebanyak 60 orang. Pengolahan data menggunakan perangkat lunak SPSS versi 23, dengan analisis deskriptif dan pengujian hipotesis analisis regresi berganda.Hasil penelitian menunjukkan bahwa: (1) secara parsial variabel Brand ambassador mempengaruhi Niat Belanja produk fashion Aplikasi online Tokopedia pada Fakultas Ekonomi dan Bisnis Universitas Prima Indonesia (2) secara parsial variabel Korean Waves mempengaruhi Niat Belanja produk fashion Aplikasi online Tokopedia pada Fakultas Ekonomi dan Bisnis Universitas Prima Indonesia; (3) secara simultan terdapat pengaruh yang positif dan signifikan antara variabel Brand ambassador dan Korean Waves mempengaruhi Niat Belanja produk fashion Aplikasi online Tokopedia pada Fakultas Ekonomi dan Bisnis Universitas Prima Indonesia. The Influence of Brand ambassadors and Korean Waves on the interest in buying fashion products Tokopedia online application at the Faculty of Economics and Business Universitas Prima Indonesia ", Thesis, 2022The purpose of this study was to determine and analyze the influence of Brand ambassador and Korean Waves on buying interest in fashion products. Tokopedia online application at the Faculty of Economics and Business, Universitas Prima Indonesia.The research method used is associative research, where the variables are measured using a Likert scale. Methods of data collection is done by interview (interview), with a list of questions (questionnaire) and study documentation. The population in this study were all employees at the Faculty of Economics and Business, University of Prima Indonesia, amounting to 92 people. Sampling with the saturated sampling method or better known as the census. In this study, the population was relatively small, as many as 60 people. Data processing using SPSS version 23 software, with descriptive analysis and multiple regression analysis hypothesis testing.The results showed that: (1) partially the Brand ambassador variable influenced the interest in buying fashion products. Tokopedia's online application at the Faculty of Economics and Business, Prima Indonesia University (2) partially affected the Korean Waves variable, affecting the interest in buying fashion products. Tokopedia's online application at the Faculty of Economics and Business Prima Indonesia University; (3) Simultaneously there is a positive and significant influence between the Brand ambassador and Korean Waves variables affecting the interest in buying fashion products. Tokopedia online application at the Faculty of Economics and Business, Universitas Prima Indonesia.