THE INFLUENCE OF KOREAN WAVE AND BRAND AMBASSADOR NCT127 AS THE Nü GREEN TEA BRAND AMBASSADOR ON PURCHASING DECISIONS IN MAKASSAR, SOUTH SULAWESI

This research aims to determine the effect of Brand Ambassador and Korean Wave on purchase decision. This research conducted to see if there is influence of youth in Makassar to buy the Nu Green Tea product. The youth are divided from Junior High School Students, Senior High School Students, and University Students who have buy Nu Green Tea product. The data used in this study were obtained from a primary data, which is questionnaire. The sampling method uses purposive sampling method. The number used was 399 students in Makassar. The analytical method used is descriptive statistics method and Path analysis with the application of SPSS 23 for Mac. The research finding show that the variables of Brand Ambassador and Korean Wave together have a significant effect on Purchase Decision of Nu Green Tea towards youth people in Makassar. Based on the research results partially from the two variables independent, namely the Brand Ambassador and Korean Wave show that has a significant influence on purchase decision with direct or indirect effect.
Keyword: Brand Ambassador, Korean Wave, Purchase Decision,