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All Journal Forum Pasca Sarjana Jurnal Promosi Pendidikan Ekonomi Jurnal Ekonomi Pembangunan: Kajian Masalah Ekonomi dan Pembangunan Quantitative Economics Journal Cetta: Jurnal Ilmu Pendidikan Al Qalam: Jurnal Ilmiah Keagamaan dan Kemasyarakatan JCRS (Journal of Community Research and Service) AMALIAH: JURNAL PENGABDIAN KEPADA MASYARAKAT EDUTEC : Journal of Education And Technology Jurnal Ekuivalensi Jurnal EK dan BI Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences PENGABDI: Jurnal Hasil Pengabdian Masyarakat Jurnal Ilmiah Wahana Pendidikan Journal of Economics Research and Policy Studies INOVASI: Jurnal Hasil Pengabdian Masyarakat Journal of Artificial Intelligence and Digital Business Journal of Management Accounting, Tax and Production SCHOULID: Indonesian Journal of School Counseling Fokus Bisnis: Media Pengkajian Manajemen dan Akuntansi Journal of Accounting Law Communication and Technology
Eko Wahyu Nugrahadi
Unknown Affiliation
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Law, Crime, Criminology & Criminal Justice Mathematics Public Health Social Sciences Other

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Journal : Jurnal Ekuivalensi

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Analisis Faktor-Faktor Yang Mempengaruhi Brand Ambassador Blackpink Dan Digital Marketing Terhadap Brand Image Shopee Pada Mahasiswa Program Studi Bisnis Digital Universitas Negeri Medan Wahyu Hidayat, M; Nugrahadi, Eko Wahyu
JURNAL EKUIVALENSI Vol. 10 No. 1 (2024): JURNAL EKUIVALENSI
Publisher : LPPM dan Fakultas Ekonomi dan Bisnis Universitas Kahuripan Kediri

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Abstract

The popularity of Korean culture in Indonesia is very popular among young people. This opportunity is utilized by many e-commerce players who make K-pop idols their brand ambassadors. This study aims to determine the effect of Blackpink brand ambassadors and digital marketing strategies on Shopee's brand image on students of the Digital Business Study Program at Medan State University. Based on the results of the t test, it is found that the brand ambassador variable has a positive and significant effect on brand image. Digital marketing has a positive and significant effect on brand image. Based on the results of the f test, simultaneously brand ambassadors and digital marketing have a positive and significant effect on brand image. in the determination coefficient test, a value of 0.348 is obtained so that it can be said that 34.8% of the proportion of brand image is influenced by brand ambassadors and digital marketing while the remaining 65.2% is influenced by other variables not examined.
Co-Authors Alisya, Jeane Ananda, Dwi Belcha Angkat, Febryanti Arief Darjanto Ariza, Dafa Azizul Kholis, Azizul Br Silalahi, Hanna Hotmian Buana, Bima Arya Claudia, Emilia Ruth Dedy Husrizal Syah, Dedy Husrizal Febyanti, Intan Fitrawaty Fitrawaty, Fitrawaty Friera, Ambrosya Gaffar Hafiz Sagala Ginting, Esti Julianita Gultom, Rona Hinirim Harahap, Intan HENRY ISKANDAR Hermanto Siregar Hutasoit, Firka Christin Hutasoit, Hosiana Febby Irsyad, Ferozi Ramdana Lubis, Cici Kurnia Sari Lubis, Nela Permata Sari M. Yusuf Mahyuliza Mahyuliza Mangara Tambunan Manihuruk, Frido Evindey Manik, Lolona Marbun, Jonatan Muammar Rinaldi Muhammad Yusuf Harahap, Muhammad Yusuf Muliana, Rizki Samora Muslim Muslim Nababan, Dian Millennium Naibaho, Angelina Rolas Olivia Naibaho, Hotmaria Silva Dewi Nainggolan, Noubel Putra NONI ROZAINI Nst, Khoirunnisa Nur Basuki Octaviani, Windi Oktania, Ainur Pakpahan, Mika Yohana Pulungan, Fikri Ardiansyah Putri, Devi Cahya Rahmadana, Muhammad Fitri Regina, Elsa Novri Sahat Siagian Saidun Hutasuhut Salsabila, Putri Sari, Arsiska Sari, Cindi Mutiara Sianturi, Roni Sidauruk, Alvaro Deleon Silaban, Elisabeth Silfani, Dwi Sinurat, Nurlia Aprianti Sirait, Joan Agus Siregar, Mirna Salifah Siregar, Syaila Azzahraini Siregar, Zulkarnain Sitio, Fridayani M. Sitohang, Gresia Septina Situmorang, Frandika Sugara, Wira Hadi Suharianto , Joko Sumarno . Syahbana, Eza Syahfitri, Tengku Indah Tarigan, Andini Taufik Hidayat Thamrin Thamrin Wahyu Hidayat, M Wahyu Tri Atmojo Yoshua, Bernando Aldo