PENGARUH BRAND AMBASSADOR TERHADAP MINAT BELI YANG DIMODERASI OLEH KOREAN WAVE (Studi Pada Konsumen Kosmetik Nacific di Kota Malang)

This study aims examine how brand ambassadors influence purchase interest, considering the Korean wave as a moderating variable. This research employs a quantitative approach using explanatory research methods. Data were collected through a questionnaire. The population of this study includes Nacific consumers in Malang City who are interested in or have previously purchased Nacific products. The sampling technique used in this study is non-probability sampling, specifically purposive sampling, with a total of 110 respondents. The results show that brand ambassadors have a positive and significant effect on purchase interest. Similarly, the Korean Wave also has a positive and significant effect on purchase interest. However, the Korean wave has a positive but insignificant effect in moderating the relationship between brand ambassadors and purchase interest.