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Rizky Eka Febriansah
Universitas Muhammadiyah Sidoarjo
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CELEBRITY INFLUENCE AND ADVERTISEMENT EFFECTIVENESS: HOW CHA EUN WOO AFFECTS PURCHASE DECISIONS FOR WALL’S CORNETTO WHITE ROSE Auwalina, Roudlotul; Febriansah, Rizky Eka; Sari, Dewi Komala
Journal of Artificial Intelligence and Digital Economy Vol. 1 No. 9 (2024): Journal of Artificial Intelligence and Digital Economy
Publisher : PT ANTIS INTERNATIONAL PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/jaide.v1i9.925

Abstract

General Background: The influence of marketing strategies on consumer purchasing decisions is a key area of research, particularly in the context of popular culture endorsements. Specific Background: This study explores the impact of celebrity worship, brand ambassadors, and advertisements on the purchasing decisions for Wall's Cornetto White Rose ice cream among K-Pop fans in Sidoarjo. Knowledge Gap: While existing research highlights the effects of these marketing elements individually, there is limited evidence on their combined impact in the specific context of K-Pop endorsements. Aims: The aim of this research is to quantitatively assess how celebrity worship, the role of brand ambassadors, and advertisement effectiveness influence consumer purchase decisions for Wall's Cornetto White Rose ice cream. Results: Utilizing a descriptive quantitative approach and Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 3.0, the study finds that while celebrity worship and advertisements significantly influence purchase decisions, the presence of a brand ambassador does not. The results show that celebrity worship and advertisements positively impact consumer choices, whereas the brand ambassador's role is not a determining factor. Novelty: This study provides new insights into the relative importance of celebrity worship versus brand ambassador influence, specifically within the K-Pop fan segment. Implications: The findings suggest that marketers should focus on enhancing celebrity-driven campaigns and effective advertisements to influence purchasing decisions, rather than overemphasizing brand ambassadors. Limitations include the study's focus on K-Pop enthusiasts, which may not generalize to other demographics, and the use of Google Forms for data collection, which could affect response quality. Future research should consider a broader audience and direct survey methods for more comprehensive results.
Co-Authors Agustin, Adetya Dwi Agustine, Rilla Aisha Hanif Alfiansyah , Yusril Nur Alshaf Pebrianggara Alshaf Pebrianggara Ananda Putri Sodikin Ardiansyah, Bayu Auwalina, Roudlotul Bayu Hari Prasojo Cantika Yulianing Tyas Chusnah, Yunia Najachatul Citrawati, Fonny Dwi Damara, Yuniar Sekar Detak Prapanca Dewi Andriani Dewi Komala Sari Dina Mayangsari Dini Anjarwani Dwi Nurita Eny Maryanti Fadhliyah, Putri Nazilatul Fadila Putri Aisya Ramadhini Fahruddin, Redhi Farika Rizqi Amalia Febiantika, Tivani Nadia Ferry Irawan, Gusti Elang Firmansyah, Amirul Zidan Hadiah Fitriyah Hariasih , Misti Hibah, Amirah Najchan Hidayatullah , Muhammad Syafiq Hikmah, Krisila Arini Izzati, Alisya Maghfiroh Khoironi, Affan Kumara Adji Kusuma Lilik Indayani M Fariz Rifai Macella, Sherina Ariesty Maulana, Farid Raditya Meiliza, Dewi Ratiwi Misti Hariasih Mochamad Rizal Yulianto Moh. Bachrul Rizki Moh. Bachrul Rizki Muazaroh, Nailahtul Muhammad Agus Muljanto Muhammad Yani, Muhammad Mukhammad Aditya Firdaus Mukhammad Ariya Alamsha Naily Fitria Faroha Ningtias, Riska Putri Ayu Novi Rosita Anggraeni nuzulaturrayhan, muhammad Rachmawati, Errina Rahayu, Ajeng Rahmadani, Diah Rifai, M Fariz Rio Chandra, Rio Roni, Mochammad Noval Nur Rosdiana, Monica Sadilah, Ainun Safinska, Syawala Putri Septiarni Mar'atus Sholichah Sevya Dwi Gita Nurani Sodikin, Ananda Putri Sriyono Sriyono Sumartik Supardi Supardi Supardi Supardi Supardi Umami, Nur Reza Vera Firdaus Vernanda Suyono Putri Wahyuningtyas, Tria Wardha Hani Aulia Yulianto, Moch Rizal Yunita Wulandari Zuhroh, Siti