?url_ver=Z39.88-2004&rft_id=1811011078&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=PENGARUH+KIM+SOO+HYUN+SEBAGAI+BRAND+AMBASSADOR+DAN+BRAND+IMAGE+TERHADAP+KEPUTUSAN+PEMBELIAN+PRODUK+SKINCARE+COSRX%0D%0A(STUDI+PADA+MAHASISWA+DI+INDONESIA)&rft.creator=RAHMAT+MUTTAQIN%2C+1811011078&rft.subject=000+Ilmu+komputer%2C+informasi+dan+pekerjaan+umum&rft.description=Perkembangan+teknologi+menyebabkan+mudahnya+budaya+asing+masuk+ke+Indonesia%2C+salah+satunya+budaya+Korea+Selatan.+Budaya+Korea+Selatan+direpresentasikan+melalui+K-Pop%2C+K-Drama%2C+K-Fashion+dan+K-Beauty.+K-Beauty+yang+menyebar+di+Indonesia+adalah+produk-produk+kecantikan+seperti+make-up+dan+skincare.+Salah+satu+skincare+Korea+yang+terkenal+dan+sudah+mendapat+izin+BPOM+di+Indonesia+adalah+COSRX.+Untuk+memasarkan+produk%2C+suatu+perusahaan+membutukan+bintang+iklan+atau+brand+ambassador.+Kim+Soo+Hyun%2C+seorang+aktor+Korea+Selatan+yang+ditunjuk+menjadi+brand+ambassador+dari+COSRX+sudah+seharusnya+mampu+mempengaruhi+konsumen+Indonesia+untuk+membeli+produk+COSRX.+Penelitian+ini+bertujuan+untuk+mengetahui+pengaruh+brand+ambassador+Kim+Soo+Hyun+dan+brand+image+terhadap+keputusan+pembelian+produk+skincare+COSRX.+Objek+penelitian+ini+adalah+Mahasiswa+di+Indonesia.+Bentuk+penelitian+ini+yaitu+penelitian+deskriptif+dengan+pendekatan+kuantitatif.+Penelitian+ini+menggunakan+analisis+regresi+linier+berganda.+Hasil+penelitian+menunjukkan+bahwa+terdapat+pengaruh+positif+dan+signifikan+antara+variabel+brand+ambassador%2C+dan+brand+image+terhadap+keputusan+pembelian.%0D%0A%0D%0AKata+Kunci%3A+Brand+Ambassador%2C+Brand+Image%2C+Keputusan+Pembelian.%0D%0A%0D%0A%0D%0A%0D%0A%0D%0A%0D%0Aabstract%0D%0A%0D%0ATechnological+developments+make+it+easy+for+foreign+cultures+to+influence+Indonesia%2C+one+of+which+is+South+Korean+culture.+South+Korean+culture+is+represented+by+K-Pop%2C+K-Drama%2C+K-Fashion+and+K-Beauty.+K-Beauty+that+spreads+in+Indonesia+are+beauty+products+such+as+make-up+and+skincare.+One+of+the+well-known+Korean+skincare+and+has+accepted+a+BPOM+permit+in+Indonesia+is+COSRX.+To+market+a+product%2C+a+company+needs+an+commercial+star+or+brand+ambassador.+Kim+Soo+Hyun%2C+a+South+Korean+actor+who+was+appointed+as+the+brand+ambassador+of+COSRX%2C+should+be+able+to+influence+Indonesian+consumers+to+buy+COSRX+products.+This+study+aims+to+determine+the+influence+of+Kim+Soo+Hyun+as+a+brand+ambassador+and+brand+image+on+purchasing+decisions+for+COSRX+skincare+products.+The+object+of+this+research+is+students+in+Indonesia.+The+form+of+this+research+is+descriptive+research+with+a+quantitative+approach.+This+study+uses+multiple+linear+regression+analysis%2C+significance+test+with+t+test%2C+coefficient+of+determination%2C+and+effective+contribution.+The+results+showed+that+there+was+a+positive+and+significant+influence+between+the+brand+ambassador+variables%2C+and+brand+image%2C+on+purchasing+decisions.%0D%0A%0D%0AKeywords%3A+Brand+Ambassador%2C+Brand+Image%2C+Purchase+Decision.&rft.publisher=FAKULTAS+EKONOMI+DAN+BISNIS+&rft.date=2022-10-24&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F67429%2F1%2F1.%2520ABSTRAK.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F67429%2F3%2F2.%2520SKRIPSI%2520FULL.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F67429%2F2%2F3.%2520SKRIPSI%2520TANPA%2520BAB%2520PEMBAHASAN.pdf&rft.identifier=++RAHMAT+MUTTAQIN%2C+1811011078++(2022)+PENGARUH+KIM+SOO+HYUN+SEBAGAI+BRAND+AMBASSADOR+DAN+BRAND+IMAGE+TERHADAP+KEPUTUSAN+PEMBELIAN+PRODUK+SKINCARE+COSRX+(STUDI+PADA+MAHASISWA+DI+INDONESIA).++FAKULTAS+EKONOMI+DAN+BISNIS+%2C+UNIVERSITAS+LAMPUNG.+++++&rft.relation=http%3A%2F%2Fdigilib.unila.ac.id%2F67429%2F