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Halim Agung
Universitas Bunda Mulia
Arts Humanities Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Mechanical Engineering Social Sciences Other

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Journal : International Journal of Advanced Multidisciplinary

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Digital Business Communication Strategy Barometer: Stimulation of K-Pop Brand Ambassadors for Consumers of E-commerce Products in Indonesia Agung, Halim; Farady Marta, Rustono; Stefanus Kembau, Agung; Firellsya, Gabriela; Venness, Venness; Brigitta Indrawan, Genoveva; Christanti, Christanti
International Journal of Advanced Multidisciplinary Vol. 1 No. 4 (2023): International Journal of Advanced Multidisciplinary (January - March 2023)
Publisher : Green Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/ijam.v1i4.149

Abstract

The popularity of K-Pop is considered to be in line with the adoption of certain product brands, now this is increasingly happening in Indonesia. Especially for companies that run digital business communication strategies through e-commerce channels, so they need to be stimulated through their brand ambassadors. This research is intended to make a barometer of digital business communication strategies through measuring the impact of K-Pop Brand Ambassador stimulation on purchasing decisions of e-commerce consumers in Indonesia. The data is calculated using the PLS-SEM analysis method with the calculation tools used are SmartPLS and G*Power. This research is based on simple random sampling involving 133 respondents. The test results show that the impact of K-Pop brand ambassadors on consumer purchasing decisions for e-commerce products in Indonesia is only 0.662, so it does not have a significant effect. Companies that use digital business communication strategies need to involve other, more substantial components, especially in increasing their brand interactions with consumers.
Co-Authors Abdillah, Refa Maulana Abiel Filetus Agung Stefanus Kembau Alvin Juvianto Alvin Juvianto, Alvin Amanda, Mercedes Andreas, Andri Axell Thomas Badri, Wahid Maulana Brigitta Indrawan, Genoveva Budiman Budiman Candra, Ricky Chandra Arief Rahardja Charles Widodo Christanti Christanti CHRISTANTI CHRISTANTI, CHRISTANTI Christian, Michael Christine Christine Christine Citra, Calvin Christopher Claude Calvin Alsher Danny Steveson Edy Andersen Erlando Aubrey Nathaniel Evasaria Magdalena Sipayung, Evasaria Magdalena Farady Marta, Rustono Fauzi, Zidan Wahyu Fendra Mulia Firellsya, Gabriela Fitri Murfianti Hakim, Lukman Handoko, Maulana Bhakti Hariyanto, Ribfan Harvin Seruni I Gede Wisnu Satria Chandra Putra Ivan Ivan Ivan Ivan Januar, Rizky Jeki Sauwani Jessica Jessica Jessica Jessica Jimmy Gunawan Johanes Fernandes Andry Juardi, Try Juniana, Paula Karlo Geofandy Karman Surya Kenny Kevin Ekaputra Kevin Krisnandi Kevin Laurence Hartono Lieta Septiarysa Linda Linda Lukman Hakim M. Bucci Ryando Marchellius Yana Mario Richie Marlina Marlina Maynacky Muhamad Ali Sukrajap Nico Yunus Marselinus Novara Aulist Zakia Oscar Adriyanto Phoan, Nico Prittania Friska Octavia Rahardja, Chandra Arief Rainhard Rainhard Ramdhan, Syaipul Raphael, Stephanus Rarasati, Dionisia Bhisetya Richard Benedict Ricky Candra Ricky Raymond Ricky Ricky Rini Lestari Rizky Januar Rustono - Rustono Farady Marta Rustono Farady Marta Sandi Gautama, Sandi Septiarysa, Lieta Setiawan, Vincent Sinata, Frans SOFIA, DETIN Stefanus Kembau, Agung Stephanus Raphael Steven Steven Andreas Teady Matius Surya Mulyana, Teady Matius Thomas, Axell Tobing, Fery Tri Yatmo Noveary Try Juardi Valerian Hendri Yono Venness, Venness Vicky Budiman Vina Virshella Vitcky Nanda Putra Wang, Changsong Wilibrodus Wilibrodus Willyam Willyam Wiryadinata, Antonius Yessica Putri Santoso Yogi Swara Hendro Leksmono Yogyawan Yogyawan Yohanes Dianrizkita Yosephine, Maria Yuliana Yuliana