The Influence Of Brand Ambasador And Korean Wave On Purchase Decisions For Neo Coffee Products
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Institusion
Politeknik Negeri Bengkalis
Author
Siskhawati, Lutfia
Subject
574 Pemasaran
Datestamp
2021-09-02 15:11:07
Abstract :
This study aims to determine the influence of Brand Ambassador and Korean Wave toward Purchase Decision Neo Coffee in the people of Riau Province. This research is associative research and the type of data used is quantitative data.The population of this research is the people of Riau Province who have consumed Neo Coffee. The sample in this study amounted to 100 respondent. The technique sampling used is Nonprobability sampling with the technique purposive sampling. Regression analysis used is multiple linier regressions with a regression model Y = 2,728 + 0,113X1 + 1,311X2 + e. The results of this study indicate that partially Brand Ambassador has a positive but insignificant effect on purchasing decisions by obtaining a tcount of 1.176, Korean Wave has a positive and significant effect on purchasing decisions by obtaining a tcount of 8,265. Simultaneously, Brand ambassador and Korean wave have a positive and significant effect on the decision to purchase Neo Coffee products in the Riau Province Community by obtaining a Fcount of 75.841. Brand Ambassador and Korean Wave variables contributed 61% seen from the adjusted R square value or the coefficient of determination of 61%.
This study aims to determine the influence of Brand Ambassador and Korean Wave toward Purchase Decision Neo Coffee in the people of Riau Province. This research is associative research and the type of data used is quantitative data.The population of this research is the people of Riau Province who have consumed Neo Coffee. The sample in this study amounted to 100 respondent. The technique sampling used is Nonprobability sampling with the technique purposive sampling. Regression analysis used is multiple linier regressions with a regression model Y = 2,728 + 0,113X1 + 1,311X2 + e. The results of this study indicate that partially Brand Ambassador has a positive but insignificant effect on purchasing decisions by obtaining a tcount of 1.176, Korean Wave has a positive and significant effect on purchasing decisions by obtaining a tcount of 8,265. Simultaneously, Brand ambassador and Korean wave have a positive and significant effect on the decision to purchase Neo Coffee products in the Riau Province Community by obtaining a Fcount of 75.841. Brand Ambassador and Korean Wave variables contributed 61% seen from the adjusted R square value or the coefficient of determination of 61%.
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