Pengaruh NCT 127 Sebagai Brand Ambassador dan Korean Wave terhadap Keputusan Pembelian Produk Nature Republic

This study aims to analyze and prove the influence of brand ambassador and the Korean wave on purchase decisions for Nature Republic products. This research is a quantitative research with survey method. The population of this research is the consumers of Nature Republic in Indonesia. The number of samples in this study were 100 respondents. The sampling technique used was a non-probability sampling technique with a purposive sampling approach. The analytical technique used is multiple linear regression analysis. The results showed that the brand ambassador and Korean wave variables proved to have a positive effect on purchase decisions for Nature Republic products. Keywords: Brand Ambassador, Korean Wave, Purchase Decision