Analisis Korean Brand Ambassador Sehun dan Brand Image Terhadap Purchase Decision Pada Brand Perawatan Kulit Whitelab

Abstract

This research was made with the aim of knowing how the influence of brand ambassador Sehun on the purchase decision of the whitelab brand on teenagers in Bandung City. The research method used is quantitative method. Data collection techniques by distributing questionnaires to one hundred respondents. Respondents who will be involved are consumers who have bought or used whitelab brand products. The results of the research conducted show that there is an effect of korean brand ambassador Sehun and brand image on purchase decision partially based on hypothesis testing (t test) and also simultaneously based on the f test.