Pengaruh Korean Wave, Brand Ambassador dan Green Marketing terhadap Keputusan Pembelian Produk Nacific di Yogyakarta

Amarilis, Rahmadhani (2021) Pengaruh Korean Wave, Brand Ambassador dan Green Marketing terhadap Keputusan Pembelian Produk Nacific di Yogyakarta. Masters thesis, STIM YKPN Yogyakarta.

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Abstract

This study aims to determine (1) the effect of the korean wave on purchasing decisions for NACIFIC products in Yogyakarta, (2) the influence of brand ambassadors on purchasing decisions for NACIFIC products in Yogyakarta, and (3) the effect of green marketing on purchasing decisions for NACIFIC products in Yogyakarta. This research is a quantitative study with a population of consumers who have used NACIFIC product and domiciled in Yogyakarta. The sample in this study were (1) respondents aged at least 17 years and (2) respondents domiciled in Yogyakarta. The sampling technique is purposive sampling, the sample taken was 98 respondents. The method of analysis data used in this research was binary logistic regression analysis. The results of this study indicate that (1) the korean wave has a positive and significant effect on purchasing decisions. (2) brand ambassadors have a positive but insignificant effect on purchasing decisions, and (3) green marketing has a positive and significant effect on purchasing decisions.

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