The Influence of Korean Wave and E-WOM on Purchase Decisions of Shopee Marketplace Products in Pandeglang Regency: Brand Ambassador as a Moderating Variable
DOI:
https://doi.org/10.35145/icobima.v4i2.6250Keywords:
Korean Wave, E-WOM, Purchase Decision, Brand Ambassador, SPSS 25Abstract
The purpose of this research is to determine the significant influence of the Korean Wave and E-WOM on Purchase Decisions with Brand Ambassador as a moderating variable, and to find out which variable is the most dominant toward Purchase Decisions. This study uses primary data with testing stages including: Descriptive Analysis, Validity Test, Reliability Test, Multiple Linear Regression, Moderated Regression Analysis (MRA), Simple Correlation Coefficient Analysis, Determination Coefficient Analysis, and Hypothesis Testing. The instrument used in data collection is a questionnaire, with a total of 100 valid respondents. The sampling technique used is Purposive Sampling. For data analysis, this study employs the Statistical Package for the Social Science (SPSS) version 25. The results of this study show that the Korean Wave has an effect on Purchase Decisions (0.000 < 0.05), and E-WOM also has an effect on Purchase Decisions (0.000 < 0.05). Brand Ambassador is proven to moderate the Korean Wave and E-WOM on Purchase Decisions with values of (0.004 < 0.05 and 0.002 < 0.05). These findings affirm that the Korean Wave, E-WOM, and Brand Ambassador have an important role in strengthening consumer purchase decisions on Shopee.
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