PENGARUH BRAND AMBASSADOR, KOREAN WAVE DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SKINCARE SOMETHINC (Studi Pelanggan Skincare Somethinc Pada Outlet Kosmetik Mitufaya di Kota Malang)

This study aims to determine how Brand ambassador, Korean Wave and Product Quality influence the Purchase Decision of Somethinc Skincare at the Mitufaya Cosmetics outlet in Malang City. This study was conducted on consumers of Somethinc Skincare users with a total of 100 respondents with a quantitative method and using a purposive sampling technique. Data collection using a questionnaire and measured using a Likert scale. There are two test instruments used in this study, namely the validity test and reliability test, and for data analysis techniques using the classical assumption test, multiple linear analysis and hypothesis testing. The results of this study can be seen that the Brand ambassador, Korean Wave and product quality have a positive and significant effect on the Purchase Decision on the purchase of Somethinc skincare.