The Influence Of Korean Wave, Advertising Attractiveness, And Brand Image On Purchase Decisions For Ultramilkxstraykids Products In South Kalimantan
Keywords:
Korean Wave, Advertising Attractiveness, Brand Image, Purchase DecisionAbstract
The aim of this research is to determine the influence of Korean Wave factors, advertising attractiveness, and brand image on purchasing decisions for Ultra Milk advertise the product to 100 people. Research data was collected using a Google Form questionnaire which was distributed via the social media applications Twitter and WhatsApp . The research results show that the independent variables simultaneously have a positive and significant effect on purchasing decisions with a calculated F value (59.441) > F table (2.70) and a value of 0 < 0.05. Partially, the Korean Wave variable has a significant effect on the calculated t value (2.530) > t table (1.98498) with a Sig value. 0.013 < 0.05. Then the advertising attractiveness variable has a significant influence on the calculated value (7.647)> t table (1.98498) with a value of Sig. 0.000 <0.05 . And the brand image variable does not have a significant effect with the calculated value (0.378) < t table (1.98498) with a value of Sig. 0.706 > 0.05. The variable that has a dominant influence on purchasing decisions is the advertising attractiveness variable with a β ( Standardized Coefficients Beta) value of 0.647.
Downloads
References
Ariffin, ZZ (2014). Analyzing the dimensions of Korean popular culture among Malaysian adolescents.
Amruddin, Priyanda, R., Agustina, TS, Ariantini, NS, Rusmayani, NG, Aslindar, DA, .
Wicaksono, D. (2022). Quantitative Research Methodology. Sukoharjo: Pradina Pustaka.
Aziza, SN, & Rachman, MY (2023). The Influence of Bangtan Sonyeondan (BTS) as Brand Ambassador, Advertising Attractiveness, and Brand Image on Consumer Purchasing Decisions on Tokopedia (Study of FEB ULM Undergraduate Students). Tambusai Education Journal, 7(3), 21555-21561.
Basuki, AT (2015). Statistical Analysis Using SPSS. Yogyakarta: Danisa Media. Durrotunnashah, D., Risman, A., & Pauzy, DM (2023). The Influence of NCTDream as a Brand
Lemonilo Noodles Ambassador and Advertising Attractiveness on Purchasing Decisions: (Survey of Tasikmalaya Lemonilo Noodles consumers). ULIL ALBAB: Multidisciplinary Scientific Journal, 2(9), 4405-4414.
Fadila, D., Wahab, Z., Isnurhadi, I., & Widiyanti, M. (2021). The Effect of Brand Image, Brand Ambassador, and Product Quality On The Purchase Decision of Mustika Ratu Products: (Study On Sriwijaya University Students). International Journal of Social Sciences, 4(1), 182-189.
Ghozali, I. (2018). Multivariate Analysis Applications with the IBMSPSS25 Program (9th ed.).
Semarang: Publishing Agency, Diponegoro University.
Hadiyati, N., Rakhmawati, SR, Budiasih, B., & Kustamtinah, L. (2022). The Influence of Brand Ambassador, Brand Image and Korean Wave on Nature Republic Purchasing Decisions. Multidisciplinary Scientific Journal, 1(05), 85-93.
Harminingtyas, R., Susetyarsi, T., & Widowati, M. (2023). The Influence of Brand Image, Advertising Attractiveness, and Celebrity Endorser on MS Glow Purchase Decisions in Semarang City. Edunomics Scientific Journal, 7(2).
Keller, KL (2013). Strategic Brand Management: Building, Measuring, and Managing Brand Equity (Global Edition). Harlow: Pearson Education Limited.
Kim, YJ (2022,January 26). Indonesia is the country that is most busy talking about K-pop on Twitter 2021. Taken again from -pop-on-twitter
Kotler, P., & Keller, K. L. (2012). Marketing Management (14th Ed.). New Jersey: Pearson- Prentice Hall.
Kusuma, A. (2009). Introduction to Intercultural Communication. Yogyakarta: Student Library. Morissan, MA (2017). Advertising Communication Marketing Integrated. Jakarta: Kencana Prenada Media Group.
Rachmaningtyas, P., & Surianto, MA (2022). The Influence of Celebrity Endorsers, Advertising Attractiveness, and Product Quality on Purchasing Decisions. Journal of Ecobiology, 389-396.
Schiffman, & Kanuk. (2014). Consumer behavior. Jakarta: PT. Scholastic Index. Sugiyono. (2013). Quantitative, Qualitative and R&D Research Methods. Bandung: Alfabeta.
Sutiyono, R., & Hadibrata, B. (2020). The Effect Of Price, Brand Images and After Sales Service Reinforced Bar Steel Products On Consumer Purchasing Decisions Of PT. KrakatauWajatamaOsakaSteelMarketing.DinastiInternationalJournalOfEducation Management and Social Science, 1(6), 945–967.
Suwartono. (2014). Basics of Research Methodology. Yogyakarta: ANDI OFFSET.
Syakhrani, A. W., & Kamil, ML (2022). Culture and Culture: An Overview of Various Expert, Forms of Culture, 7 Universal Elements of Culture. Cross-border, 5(1), 782-791.
Tashandra, N. (2023, September 1). Fans of Korean Culture in Indonesia are Rated Highly Among 26 Countries. Retrieved from Kompas.com: https://travel.kompas.com/read/2023/09/01/150500827/penggemar-kultur-korea-di- indonesia-divalu-tinggi-di-antara-26-negara #
Wandasari, NK, Mitariani, NW, & Imbayani, IG (2020). The Influence of Brand Image, Product Quality and Advertising Attractiveness on Consumer Purchasing Decisions on Sedaap Brand Instant Noodle Products in Denpasar City. Values, 1(3).
Yanthi, AD, Hadi, P., & Astuti, M. (2020). The Role of Korean Wave, Lifestyle, and Brand Ambassadors on Innisfree Product Purchasing Decisions. In Proceedings of BIEMA (Business Management, Economics, and Accounting National Seminar), Vol. 1, pp. 179- 195.
Yunita, P., & Indriyatni, L. (2022). The influence of brand image, advertising attractiveness, and celebrity endorsers on MS Glow purchasing decisions (Case study of MS Glow customers in Semarang City). UNIMUS National Seminar Proceedings (Vol. 5).
