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THE INFLUENCE OF BRAND AMBASSADOR AND KOREAN WAVE ON PURCHASE DECISION FOR NEO COFFEE PRODUCTS (CASE STUDY PEOPLE OF RIAU PROVINCE WHO
HAVE CONSUMED NEO COFFEE PRODUCTS)
Student Name : Lutfia Siskhawati Student ID Number : 5404171099
Advisor Lecturer : Hutomo Atman Maulana, S.Pd,. M.Si Student Institute : State Polytechnic of Bengkalis
ABSTRACT
This study aims to determine the influence of Brand Ambassador and Korean Wave toward Purchase Decision Neo Coffee in the people of Riau Province. This research is associative research and the type of data used is quantitative data. The population of this research is the people of Riau Province who have consumed an unknown amount of Neo Coffee. The sample in this study amounted to 100 respondent. The technique used is multiple linier regressions with a regression model Y = 2,728 + 0,113X1 + 1,311X2 + e. The results of this study indicate that partially Brand Ambassador has a positive but insignificant effect on purchasing decisions by obtaining a tcount of 1.176, Korean Wave has a positive and significant effect on purchasing decisions by obtaining a tcount of 8,265. Simultaneously, Brand ambassador and Korean wave have a positive and significant effect on the decision to purchase Neo Coffee products in the Riau Province Community by obtaining a Fcount of 75.841. Brand Ambassador and Korean Wave variables contributed 61%
seen from the adjusted R square value or the coefficient of determination of 61%.
Keyword : Brand Ambassador, Korean Wave and Purchase Decision
