PENGARUH BRAND AMBASSADOR ARTIS KOREA TERHADAP MINAT BELI PRODUK SCARLETT WHITENING (STUDI PADA MAHASISWA ILMU KOMUNIKASI ANGKATAN 2018 UNIVERSITAS MUHAMMADIYAH MALANG)

Marketing competition has become very tight along with the times and the presence of new products. Currently, the Korean Wave phenomenon has become a trending marketing strategy by attracting cooperation between a company and brand ambassadors from Korean artists. In a book written by Frans M. Royan, it is explained that the message conveyed and the personality of a brand ambassador will have a major influence on the formation of public perception so that it can attract consumers to buy the product. That is the goal of the researchers in this study, to determine whether or not the influence of brand ambassadors on buying interest in Scarlett Whitening products. In this study, the theory used is the rhetorical theory developed by Aristotle and the Attribution theory by Firtz Heider. This research approach uses a quantitative approach and uses the positivism paradigm. The total number of samples in this study amounted to 65 people who were students of communication science class 2018 University of Muhammadiyah Malang and were selected by probability sampling technique with simple random sampling method. The data was collected using a google form which was distributed by measuring the results using a Likert scale. The results of this study indicate that there is a positive and significant influence of brand ambassadors on buying interest in Scarlett Whitening products. This is evident from the value of the coefficient of determination of buying interest in Scarlett Whitening products as much as 47% is influenced by the brand ambassador Korean artistWhile the other 53% are influenced by other unknown variables and are not listed in this study. So it can be interpreted that it is rejected and accepted