THE INFLUENCE OF KOREN’S CELEBRITY ENDORSEMENT AND YOUTH BUYING BEHAVIOR ON YOUTH APPAREL PURCHASE DECISION IN MANADO
ABSTRACT: Korean Pop culture
was affecting many countries. Indonesia was shipped impact is mainly due to the
deployment of Indonesian
culture which is
a developing country
that is easily
influenced by the
developed countries. The change of how youth in Manado response to
Korean’s celebrity appearance need to investigate. This research designed to
find out the influence of Korean’s celebrity endorsement and youth buying behavior on youth apparel
purchase decision in Manado. The method used to analyze the data is the
Multiple Regression Analysis which enables
the researcher to
analyze the influence
of the independent
variables to the
dependent variable, which is
Youth Apparel Purchase
Decision. The independent
variables in this research are Korean’s Celebrity Endorsement
and Youth Buying
Behavior. While the
samples of respondent’s
size are 100 respondents who
dressed like Korean
celebrity. The result
of this research
shows that there
is significant simultaneous and
partial influence of
Korean’s celebrity
endorsement and youth
buying behavior on
youth apparel purchase decision in Manado. Therefore, to enhance the
influence on youth apparel purchase decision in Manado these two proponents
should be considered intensively.
Author: Alfa Loudy Andries
Journal Code: jpmanajemengg140114
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