ANALISIS FAKTOR YANG MEMPENGARUHI MINAT BELI PRODUK KOREAN SKINCARE PADA KALANGAN MAHASISWA DI DAERAH ISTIMEWA YOGYAKARTA

https://doi.org/10.36441/mae.v5i1.693

Authors

  • Daniel Joel Immanuel Kairupan Sekolah Tinggi Ilmu Ekonomi YKPN
  • Nur Azmi Raharusun

Keywords:

Korean Wave, Desain Kemasan, Ulasan Online, Minat Beli, Produk Skincare

Abstract

Penelitian ini bertujuan menguji secara empiris pengaruh korean wave, desain kemasan, dan ulasan online terhadap minat beli korean skincare product. Penelitian ini menggunakan variabel independen berupa korean wave, desain kemasan, dan ulasan online dengan minat beli sebagai variabel dependennya. Populasi penelitian adalah mahasiswa yang sedang belajar di Provinsi Daerah Istimewa Yogyakarta. Teknik sampling yang digunakan yaitu purposive sampling dengan menggunakan metode kuantitatif terhadap 206 responden yang pernah menggunakan produk asal Korea. Penyebaran data menggunakan kuesioner online. Hasil survey diolah menggunakan software SPSS IBM statistic versi 25. Analisis yang digunakan dalam penelitian ini berupa uji validitas, uji reabilitas, uji asumsi kalasik, uji regresi linear barganda, dan uji hipotesis. Hasil penelitian menunjukkan bahwa korean wave, desain kemasan, dan ulasan online berpengaruh secara signifikan terhadap minat beli korean skincare product.

Published

2022-06-27

Issue

Vol. 5 No. 1 (2022): Management and Accounting Expose 2022

Section

Artikel
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