THE INFLUENCE OF K-POP ARTIST AS BRAND AMBASSADOR ON AFFECTING PURCHASING DECISION AND BRAND LOYALTY (A STUDY OF SCARLETT WHITENING’S CONSUMERS IN INDONESIA)

THE INFLUENCE OF K-POP ARTIST AS BRAND AMBASSADOR ON AFFECTING PURCHASING DECISION AND BRAND LOYALTY (A STUDY OF SCARLETT WHITENING’S CONSUMERS IN INDONESIA)

The development of the era has made many developments in how a brand promotes its product. One of the promotional strategies currently being used by many brands in Indonesia is to take advantage of the K-Wave (Hallyu) phenomenon. Scarlett Whitening aims to seize this opportunity by enlisting one of...

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Bibliographic Details
Main Author: Pardede, Bonita
Format: Final Project
Language:Indonesia
Online Access:https://digilib.itb.ac.id/gdl/view/74640
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Institution: Institut Teknologi Bandung
Language: Indonesia

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https://digilib.itb.ac.id/gdl/view/74640

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