TA DIGITAL
The Influence Of Korean Wave, Brand Ambassador, And Brand Awareness On The Decision To Become An Allo Bank Customer = The Influence Of Korean Wave, Brand Ambassador, And Brand Awareness On The Decision To Become An Allo Bank Customer
This research aims to analyze the influence of the Korean wave, brand ambassadors,
and brand awareness on the decision to become an Allo Bank customer. Data was
collected through the Nonprobability Sampling technique with the type of
Accidental Sampling on 110 respondents who were Allo Bank customers. The data
analysis model uses the Multiple Linear Regression Analysis Model. Meanwhile,
the data analysis technique uses Test F, Determination Coefficient Test (Adjusted
R2) and Statistical Test t. The results of the research specifically show that the brand
awareness variable has a significant effect on the decision to become an Allo Bank
customer. Meanwhile, the variables of the Korean wave and brand ambassador have
a non-significant effect on the decision to become an Allo Bank customer.
Keywords : Korean Wave, Brand Ambassador, Brand Awareness, Decision To
Become Customer
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