Pengaruh Boyband Korea sebagai Duta Merek, Kepribadian Merek, dan Gelombang Budaya Korea terhadap Minat Beli Produk Sheet Mask: Studi Kasus pada Merek Mediheal

This study aims to determine the influence of Korean boyband as brand ambassador, personality, and wave on purchase intention in sheet mask products from Mediheal brand, one beauty South Korea. The sample this research amounted 121 women who live Jakarta, Depok, Tangerang, Bekasi. sampling technique used is judgment method non probability technique. Primary data were obtained through questionnaires, at same time secondary collected previous research, journals, internet, relevant books. multiple linear regression analysis tools examining effect independent variables dependent variable. result shows that simultaneously buy 51.8%, while remaining 48.2% influenced by outside study. Partially, only personality have positive significant interest