PENGARUH CELEBRITY ENDORSER, KOREAN WAVE, BRAND IMAGE, WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN (Kasus pada konsumen produk kosmetik Korea Selatan NATURE REPUBLIC di kota Surabaya)

Abstract

This research aimed to examine and analyze the effect of Celebrity Endorser, Korean Wave, Brand Image and Word of Mouth on buying decision of Nature Republic product in Surabaya. While the research was quantitive. Moreover, the data were primary. Furthermore, the data collection technique used purposive sampling. In line with, the were 100 respondents as sample; with the criteria male and female who had the age of above 17 years old. Besides, the had bought the Nature Republic and stayed in Surabaya. In Addition, the data analysis technique used multiple linear regression with SPSS 25 (Statistical Product and Service Solution). The research result concluded independent variables, namely celebrity endorser, korean wave, and brand image had positive and significant effect on dependent variable i.e the buying decision. On the other hand, other independent variable namely word of mouth had negative and significant effect on dependent variable i.e the buying decision.
Keywords: Celebrity endorser, korean wave, brand image, word of mouth, buying decission