Pengaruh Boyband Korea sebagai Duta Merek, Kepribadian Merek, dan Gelombang Budaya Korea terhadap Minat Beli Produk Sheet Mask: Studi Kasus pada Merek Mediheal

Pengaruh Boyband Korea sebagai Duta Merek, Kepribadian Merek, dan Gelombang Budaya Korea terhadap Minat Beli Produk Sheet Mask: Studi Kasus pada Merek Mediheal

This study aims to determine the influence of Korean boyband as brand ambassador, brand personality, and Korean wave on purchase intention in sheet mask products from Mediheal brand, one of the beauty products from South of Korea. The sample in this research amounted to 121 women who live in Jakarta...

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Bibliographic Details
Main Authors: Naomi Kusumawardani, Anggun Pesona Intan Puspita
Format: Article
Language:English
Published: Research Center and Case Clearing House, Sekolah Tinggi Manajemen PPM 2021-06-01
Series:Journal of Management and Business Review
Subjects:
brand ambassador
brand personality
korean wave
purchase intention
Online Access:https://jmbr.ppm-school.ac.id/index.php/jmbr/article/view/285

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