PENGARUH BRAND AMBASSADOR KOREA LEE MINHO, KUALITAS PRODUK, DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN SUNSCREEN AZARINE (STUDI PADA MAHASISWA AKTIF FAKULTAS EKONOMIKA DAN BISNIS UNESA)
Keywords:
Brand Ambassadors; Buying Decision; Product Quality; Price Perception; Sunscreen Azarine
Abstract
In the era of globalization, all information is easily obtained by people worldwide, which can lead to global cultural exchange. One of the cultural exchanges that occurred in Indonesian society was the inclusion of South Korean culture. South Korea is famous for its beauty standards which have influenced the high interest in treating facial skin in Indonesia, which is marked by the increasing income of beauty products in Indonesia. The entry of South Korean culture is used by the company as a marketing strategy by using Korean artist brand ambassadors to influence purchasing decisions. In addition, companies compete to improve product quality and determine pricing strategies to influence consumers' purchasing decisions. This study aims to analyze the influence of Korean brand ambassador Lee Minho, product quality, and price perceptions on the purchase decision of Azarine sunscreen. The population in this study were students of the Unesa Faculty of Economics and Business who had purchased Azarine sunscreen products with a sample of 98 students using the Slovin method. The sampling technique used a purposive sampling method and data collection through online questionnaires. The data analysis technique used multiple linear regression analysis which was processed with SPSS 25 software. The results showed that the brand ambassador variable partially affected purchasing decisions. The product quality variable has a partial effect on purchasing decisions. The price perception variable has a partial effect on purchasing decisions. As well as Korean brand ambassador Lee Minho, product quality and price perceptions simultaneously influence the decision to buy Azarine sunscreen.
References
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Ilmiyah, K., & Krishernawan, I. (2020). Pengaruh Ulasan Produk, Kemudahan, Kepercayaan, Dan Harga Terhadap Keputusan Pembelian Pada Marketplace Shopee Di Mojokerto. Maker: Jurnal Manajemen, 6(1), 31–42. https://doi.org/10.37403/mjm.v6i1.143
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Isnurhadi, Z., & Widiyanti, I. (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.
Ivanov, M. R. (2021). Pengaruh Brand Ambassador Dan Cita Rasa Terhadap Keputusan Pembelian Mie Sedap Korean Spicy (Studi Kasus Mahasiswa Fakultas Ekonomi Dan Bisnis Uir). Paper Knowledge . Toward a Media History of Documents, 3(April), 49–58.
Kotler & Keller. (2016). Marketing Management Global Edition 15e. In Pearson.
Kotler, P., & Armstrong, G. (2018). Principles of Marketing, Seventeenth Edition. In Pearson.
Kotler, P., & Keller, K. L. (2012). Management marketing 14th edition. In Pearson (Vol. 11, Issue 1). https://doi.org/10.1080/03031853.1972.9523871
Lathifah, I. N., Herman, A., & Yusaputra, M. I. (2019). Pengaruh Mengakses Korean Wave terhadap Perilaku Imitasi Remaja di Kota Palu. KANAL: Jurnal Ilmu Komunikasi, 6(2), 111. https://doi.org/10.21070/kanal.v6i2.1933
Lea-Greenwood, G. (2013). Fashion Marketing Communication. John Wiley & Sons.
Lestari, H. (2019). Pengaruh Brand Ambassador dan korean wave terhadap citra merek serta dampaknya pada keputusan pembelian. Administrasi Bisnis, 66(1).
Mahdi, I. (2018). Pengaruh Persepsi Harga Dan Fitur Produk Terhadap Keputusan Pembelian Smartphone Android Cina Di Kalangan Konsumen Muda Di Kota Makassar. 108. http://repositori.uin-alauddin.ac.id/15238/
Mendur, M. E. M., Tawas, H. N., & Arie, F. V. (2021). Pengaruh Persepsi Harga, Kualitas Produk Dan Atmosfer Toko Terhadap Keputusan Pembelian Pada Toko Immanuel Sonder. Jurnal Emba, 9(3), 1077–1086. https://ejournal.unsrat.ac.id/index.php/emba/article/view/35296/33013
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Nugroho, D. A. (2021). Pengaruh Kualitas Produk, Harga, dan Variasi Produk Terhadap Keputusan Pembelian pada Dealer Tono Motor di Kota Semarang. Industry and Higher Education, 3(06 Agustus 2021), 1689–1699.
Nurhasanah, Mahliza, F., Nugroho, L., & Putra, Y. M. (2021). The Effect of E-WOM, Brand Trust, and Brand Ambassador on Purchase Decisions at Tokopedia Online Shopping Site. IOP Conference Series: Materials Science and Engineering, 1071(1), 012017. https://doi.org/10.1088/1757-899x/1071/1/012017
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Pratiwi, R. A., Juliati, R., & Sa’diyah, C. (2022). The Influence of Brand Image, Product Quality, and Price on Purchase Decisions (Study on iPhone Smartphone Users in Malang City). Jamanika, 02(02). https://doi.org/10.22219/jamanika.v2i02.21963
Priadana, M. S., & Sunarsi, D. (2021). Metode Penelitian Kuantitatif. In Pascal Books (Vol. 13, Issue 1). https://www.ptonline.com/articles/how-to-get-better-mfi-results
Rahmadani, A., & Anggarini, Y. (2021). Pengaruh Korean Wave dan Brand Ambassador pada Pengambilan Keputusan Konsumen. Telaah Bisnis, 22(1), 59. https://doi.org/10.35917/tb.v22i1.225
Review.soco.id.Azarine Hydrashoothe Sunscreen Gel Spf45++.Diakses pada 26 Februari 2023,dari https://review.soco.id/product/sunscreen/82166-hydrashoothe-sunscreen-gel-spf45
Ridwan, & Bangsawan, I. (2021). Konsep Metodologi Penelitian Bagi Pemula.
Rifa’I, B., Mitariani, N. W. E., & Imbayani, I. G. A. (2018). Pengaruh Persepsi Harga, Kualitas Produk, Dan Promosi Terhadap Keputusan Pembelian Kartu Perdana Internet Di Gallery Smartfren Denpasar. 31–42.
Abubakar, R. (2021). Pengantar Metodologi Penelitian. In Antasari Press.
Riswandi, R., Rianto, T., & Ginanjar, N. S. (2022). Kualitas Produk dan Persepsi Harga terhadap Keputusan Pembelian Produk Wardah. Journal of Management and Bussines (JOMB), 4(2), 1018–1028.
Salim, M. A., Soliha, E., & Siswanto, A. B. (2020). Effect Location, Price Perception of Satisfaction Customers and Impact on Repurchase Intention. International Journal of Civil Engineering and Technology (Ijciet), 11(5). https://doi.org/10.34218/ijciet.11.5.2020.015
Saputra, R. (2020). Pengaruh Harga Dan Kualitas Produk Terhadap Keputusan Pembelian Pada Distro Label Store Pekanbaru. Universitas Islam Riau.
Sari, A. P. (2019). Kualitas Produk, Harga, dan Distribusi Terhadap Keputusan Pembelian Smartphone Xiaomi. 17.
Schiffman, L., & Kanuk, L. L. (2008). Perilaku Konsumen (edisi 7). PT Macana Jaya Cemerlang.
Shimp, A. T., & Andrews, C. J. (2013). Advertising, Promotion and Other aspects of Integrated Marketing Communications. Cengage Learning, 9, 614.
Sugiyono, D. (2017). Metode Penelitian Kuantitatif, Kualitatif, dan Tindakan. ALFABETA BANDUNG.
Suseno, A. W. (2018). HUBUNGAN CITRA MEREK DAN PERSEPSI HARGA DENGAN KEPUTUSAN PEMBELIAN GADGET ONLINE. SKRIPSI. Bitkom Research, 63(2), 1–3. http://forschungsunion.de/pdf/industrie_4_0_umsetzungsempfehlungen.pdf%0Ahttps://www.dfki.de/fileadmin/user_upload/import/9744_171012-KI-Gipfelpapier-online.pdf%0Ahttps://www.bitkom.org/ sites/default/files/ pdf/Presse/Anhaenge-an-PIs/ 2018/180607 –Bitkom
Syamsidar, R., & Soliha, E. (2019). Pengaruh Kualitas Produk, Persepsi Harga, Citra Merek dan promosi terhadap proses Keputusan Pembelian. Jurnal Bisnis Dan Ekonomi, Vol.26(2), 146–154.
Ummat, R., & Hayuningtias, K. A. (2022). Pengaruh Kualitas Produk, Brand Ambassador dan Persepsi Harga Terhadap Keputusan Pembelian Nature Republic. Jurnal Ilmiah Akuntansi Dan Keuangan, 4(6), 2279–2291.
Waluya, A. I., Iqbal, M. A., & Indradewa, R. (2019). How product quality, brand image, and customer satisfaction affect the purchase decisions of Indonesian automotive customers. International Journal of Services, Economics and Management, 10(2), 177–193. https://doi.org/10.1504/IJSEM.2019.100944
Yusuf, D. A., Tumbel, A. L., & Woran, D. (2022). Pengaruh Kualitas Produk Dan Brand Ambassador Kpop Nct Dream Terhadap Keputusan Pembelian Pada Produk Mie Lemonilo Di Manado. Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 10(3), 965. https://doi.org/10.35794/emba.v10i3.43526
Published
2023-08-31
How to Cite
Lestari, A., & Cahya, S. (2023). PENGARUH BRAND AMBASSADOR KOREA LEE MINHO, KUALITAS PRODUK, DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN SUNSCREEN AZARINE (STUDI PADA MAHASISWA AKTIF FAKULTAS EKONOMIKA DAN BISNIS UNESA). Jurnal Pendidikan Tata Niaga (JPTN), 11(2), 174-186. https://doi.org/10.26740/jptn.v11n2.p174-186
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