Della Sapitri (2024). The Influence of Korean Wave and K-Pop Girlgroup “NewJeans” as Brand Ambassadors on McDonald’s Purchasing Decisions through Brand Image (Study on the NewJeans Girlgroup Fan Community “Bunnies” in Indonesia). Advisor: Laila Refiana Said

This study aims to analyze (1) the effect of the Korean wave on purchase decisions, (2) the effect of brand ambassador on purchase decision, (3) the effect of Korean wave on brand image, (4) the effect of brand ambassador on brand image, (5) the effect of brand image on purchase decision, (6) the effect of Korean wave on purchase decision mediated by brand image, (7) the effect of brand ambassador on purchase decision mediated by brand image.

This study uses quantitative research methods with purposive sampling techniques. The population and sample in this study were Fans of Girlgroup NewJeans “Bunnies” with a sample size of 200 respondents. This research data was analyzed using Partial Least Square Path Modeling (PLS-SEM).

The results of this study indicate that the Korean wave has a significant influence on purchase decisions. The brand ambassador has a significant influence on purchase decisions. The Korean wave has a significant influence on brand image. Brand ambassadors have a significant influence on brand image. Brand image has a significant influence on purchase decisions. The Korean wave partially influences purchase decisions mediated by brand image. Brand ambassadors partially influence purchase decisions mediated by brand image.

Keywords: Korean Wave, Brand Ambassador, Purchase Decision, Brand Image