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All Journal Kajian Branding Indonesia
Nabila Putri Andira
BINUS Business School Master Program, Bina Nusantara University, Jalan Hang Lekir I No. 6, Senayan Jakarta 10270, Indonesia
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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The Impact of K-Pop Idol on Brand Awareness, Hedonic Shopping Motivation, and Purchase Intention Nabila Putri Andira; Raditya Adji Prasetyo; Artha Sejati Ananda
Kajian Branding Indonesia Vol 5 No 1 (2023): Kajian Branding Indonesia
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/kbi.5.1.1-15

Abstract

This research aims to know what factors are owned by endorsers that can influence consumer purchase decisions for the products offered by e-commerces. The secondary motivation of this research is to obtain empirical data on how influential the tactics made by e-commerce using K-Pop girlband/boyband are on purchase intention. The impact of celebrity worship factors is analyzed on data of Indonesia's K-Pop fans (n =100) using variance-based structural equation modeling and PLS-SEM process. The research results show a positive correlation between K-Pop brand ambassadors to raise brand awareness, hedonic shopping motivation towards Purchase Intention among K-Pop fans. This research contributes to the current knowledge-related online buying behavior in virtual retail formats and helps marketers in streamlining their focus in using K-pop figures to increase purchase decisions of targeted consumers.
Co-Authors Artha Sejati Ananda Raditya Adji Prasetyo