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://jurnal.darmaagung.ac.id/index.php/jurnaluda/article/view/3435>. Date accessed: 25 nov. 2024. doi: http://dx.doi.org/10.46930/ojsuda.v31i3.3435.
Citation Formats
Issue
Vol 31 No 3 (2023): JUNI
Section
Artikel
Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

An author who publishes in the Jurnal Darma Agung agrees to the following terms:

  • Author retains the copyright and grants the journal the right of first publication of the work simultaneously licensed under the Creative Commons Attribution-ShareAlike 4.0 License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal
  • Author is able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book) with the acknowledgement of its initial publication in this journal.
  • Author is  permitted and encouraged to post his/her  work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of the published work (See The Effect of Open Access).