PENGARUH BRAND AMBASSADOR, BUDAYA KOREA DAN ASAL NEGARA TERHADAP MINAT BELI PADA PRODUK KOSMETIK Y.O.U BEAUTY DI KOTA MATARAM

Abstract

This research aims to examine the influence of the Ambassador brand, Korean culture a country of origin on purchase intention beauty cosmetic products in Kota Mataram City. The resear results show that the Ambassador brand has a positive and significant influence on Interest in Buyi Beauty Cosmetic Products in Kota Mataram City with a calculated t value > t table (1.886 > 1.661) a a significance value of 0.00 < 0.05. This means that the higher the Brand ambassador in Kota Matara City, the more consumers' buying interest in your beauty products will increase. Furthermore, t Budaya korea variable has a positive and significant effect on interest in purchasing beauty cosme products in Kota Mataram City with a calculated t value > t table (3.741 > 1.661) with a significan value of 0.00 < 0.05. This means that if the Budaya korea gets higher, buying interest in beauty cosme products in Kota Mataram City will also increase. And the Asal negara variable has no effect on intere in purchasing beauty cosmetic products in Kota Mataram City with a calculated t value < t table (1.7 > 1.661) and a significance value of 0.00 < 0.05. Meanwhile, the coefficient of determination value 0.840 or 84%, which means that the brand ambassador, Budaya korea & Asal negara variables are ab to explain 16% of the purchase intention variable, while the remaining 59% is explained by variab that are not in this research.