About this document
K-Pop Ambassadors by Melfanirizky Putri is a document available to read on EtoBox.
This document discusses a study that examines the effect of using K-Pop idol brand ambassadors and company brand image on purchase decisions on the Shopee marketplace. Specifically, it analyzes their influence on the purchasing decisions of 10th-11th grade social studies students at SMA Negeri 4 Probolinggo high school in Indonesia. The study used multiple linear regression analysis on 71 respondents. The results showed that K-pop idol brand ambassadors and company brand image influenced purchasing decision
- Author
- Melfanirizky Putri
- Language
- EN