Ardhaneswary, Nazzala (2025) PENGARUH BRAND AMBASSADOR NEW JEANS DAN KOREAN WAVE TERHADAP KEPUTUSAN PEMBELIAN PRODUK INDOMIE KOREAN SERIES DI SURABAYA. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to analyze the influence of New Jeans as aBrand Ambassadorand phenomenaKorean Waveon purchasing decisions for Indomie Korean Series products in Surabaya. This study used a quantitative approach, with data collected through questionnaires distributed to 114 respondents who were Indomie Korean Series consumers and resided in Surabaya. The sampling technique used wasnon-probability samplingwith the methodpurposive sampling. Data were analyzed usingStructural Equation Modeling(SEM) withPartial Least Square (PLS). The results of the study show that the variablesKorean Wavesignificantly influence the purchasing decision of Indomie Korean Series products. The phenomenonKorean WaveKorean culture, encompassing K-pop music, Korean dramas, fashion, food, and lifestyle, has created a new consumption trend among Indonesian youth. This study revealed that the higher consumers' interest in Korean culture, the greater their tendency to purchase products that reflect Korean identity or image, including the Indomie Korean Series. Keywords: Brand Ambassador, Korean Wave, Purchase Decision, Indomie Korean Series, Surabaya.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Economic and Business > Departement of Management | ||||||||
| Depositing User: | Nazzala ardhaneswary | ||||||||
| Date Deposited: | 02 Dec 2025 08:31 | ||||||||
| Last Modified: | 02 Dec 2025 08:31 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/47445 |
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