2-7-2024 MANAJEMEN STIE MUHAMMADIYAH CILACAP
Abstract
Dewi Khaerun Nissa, Management Study Program (Bachelor Program), College of Economics (STIE) Muhammadiyah Cilacap, Korean Wave Influence, Brand Ambassador and Tagline on Buying Interest on Tokopedia Marketplace. With Supervisor I Irwan Saputro Sugiharto, SE, M.Si and Supervisor II Nandang Bekti Karnowati, S.E., M.M. This study aims to examine the influence of Korean wave (X1), brand ambassador (X2) and tagline (X3) on buying interest (Y) on the Tokopedia marketplace. The sample in this study was 112 respondents using the lemeshow formula because the population number is unknown so the minimum sample is as many as 112 people. Data collection techniques are carried out by distributing questionnaires. Data analysis techniques used include validity tests, reliability tests, Successive Interval (MSI), Classical assumption tests include normality tests, multicollinearity tests, heteroscedasticity tests, linearity tests and autocorrelation tests, multiple linear regression analysis, hypothesis tests including t tests and F tests, coefficient of determination (R2) analysis. The results showed that: (1) korean wave did not affect buying interest in the Tokopedia marketplace; (2) the brand ambassador does not affect buying interest in the Tokopedia marketplace; (3) tagline has a positive effect on buying interest in Tokopedia's marketpace; (4) korean wave, brand ambassador and tagline simultaneously have a positive influence on buying interest in the Tokopedia marketplace. Keywords: Korean Wave, Brand Ambassador, Tagline, Buying Interest
SKRIPSI FIX DEWI KHAERUN NISSA.pdf