Pengaruh Brand Ambassador dan Perilaku Konsumtif Para KPopers Terhadap Keputusan Pembelian Produk Ultra Milk X ITZY pada Para Remaja di Surabaya Timur

Abstract

The easy access to globalization and the entry of the industrial revolution 4.0 has caused the development of the world of technology in Indonesia so that it will be more sophisticated every day. With the advancement of technology, not only information can be disseminated easily but also culture. One of the cultures that is very viral in Indonesia today is Korean culture, especially South Korea which iscalled Kpop Korean culture not only spreads the flow of pop music but also has an impact on selling points. What's more, today's generation of teenagers has the desire to shop and spend their money. Especially for are fans. Knowing this, business actors must find ways to increase sales of their products by appointing Brand Ambassadors to help market their products.The formulation of the problem in this study is Is there an influence of Brand Ambassadors and Consumptive Behavior on the Purchase Decision of UltraMilk X ITZY products. The purpose of this study is to determine and analyze the influence of Brand Ambassadors and Consumptive Behavior on UltraMilk X ITZY product purchase decisions. This research method uses Quantitative research methods with associative types. The population in this study is teenagers in East Surabaya who have purchased UltraMilk X ITZY Products. The data analysis method in this study is using classical assumption tests, multiple linear regression analysis, hypothesis tests (t test and F test), and R² test (determination). The results and conclusions of this study show that Brand Ambassadors and Consumptive Behavior have a positive and significant effect both partially and simultaneously on the Purchase Decision of UltraMilk X ITZY products.

Keywords: Brand Ambassador, Consumptive Behavior and Purchasing Decision