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All Journal Ilomata International Journal of Management Ilomata International Journal of Management Jurnal Indonesia Sosial Teknologi
Hundura, Rindina
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences

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Side Effects of Brand Ambassadors on Brands “s” Kuswandi, Ignatius Richard; Kurniadi, Benedicta Alvina; Hundura, Rindina
Ilomata International Journal of Management Vol. 5 No. 1 (2024): January 2024
Publisher : Yayasan Sinergi Kawula Muda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52728/ijjm.v5i1.1042

Abstract

BTS is a Korean boy band that is internationally renowned, with numerous fans across various countries, especially in Indonesia. BTS collaborates with various brands as brand ambassadors, one of them being Brand "S" brand ambassadors. BTS and ARMY (BTS fans) use various media to communicate with each other, and BTS often posts content related to the brands they collaborate with in their social media. The widely discussed phenomenon among BTS fans revolves around the products offered by the brand "S." The research aims to investigate how word of mouth affects the likelihood of purchasing, using the case study of the boy group BTS as brand ambassadors for the "S" brand. The study involved individuals from the Jabodetabek area who were familiar with the BTS band in association with the "S" brand. The research used a non-probability sampling approach, specifically choosing the convenience sampling technique during the sample selection process. The number of samples used in the study was 122 respondents, and data collection was conducted by distributing questionnaires through Google Forms. The data analysis was conducted using the Structural Equation Modelling (SEM) program SmartPLS 4.0. The results of the study indicate that word of mouth has a positive and significant influence on purchase intention.
Side Effects of Brand Ambassadors on Brands “s” Kuswandi, Ignatius Richard; Kurniadi, Benedicta Alvina; Hundura, Rindina
Ilomata International Journal of Management Vol. 5 No. 1 (2024): January 2024
Publisher : Yayasan Ilomata

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52728/ijjm.v5i1.1042

Abstract

BTS is a Korean boy band that is internationally renowned, with numerous fans across various countries, especially in Indonesia. BTS collaborates with various brands as brand ambassadors, one of them being Brand "S" brand ambassadors. BTS and ARMY (BTS fans) use various media to communicate with each other, and BTS often posts content related to the brands they collaborate with in their social media. The widely discussed phenomenon among BTS fans revolves around the products offered by the brand "S." The research aims to investigate how word of mouth affects the likelihood of purchasing, using the case study of the boy group BTS as brand ambassadors for the "S" brand. The study involved individuals from the Jabodetabek area who were familiar with the BTS band in association with the "S" brand. The research used a non-probability sampling approach, specifically choosing the convenience sampling technique during the sample selection process. The number of samples used in the study was 122 respondents, and data collection was conducted by distributing questionnaires through Google Forms. The data analysis was conducted using the Structural Equation Modelling (SEM) program SmartPLS 4.0. The results of the study indicate that word of mouth has a positive and significant influence on purchase intention.
The Effectiveness Of Ariel Noah Representation As Gojek's Brand Ambassador For Gojek's Social Media Hundura, Rindina; Silfia, Silfia; Chaudhary, Zubyan
Jurnal Indonesia Sosial Teknologi Vol. 4 No. 9 (2023): Jurnal Indonesia Sosial Teknologi
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jist.v4i9.681

Abstract

In addition to analyzing the relationship between age, gender, and frequency of use of the Gojek application in the user's perception of Ariel Noah as the Gojek application brand ambassador, this study aims to describe the percentage of respondents' positive responses to Ariel Noah as the brand ambassador of the Gojek application. A total of 300 respondents were chosen at random to complete an online survey. Data were descriptively analyzed to determine the percentage of respondents who thought favorably of Ariel Noah as the brand ambassador for the Gojek application and to examine the relationship between age, gender, and frequency of Gojek usage in users' opinions of Ariel Noah as the application's brand ambassador. The findings revealed that 77% of the respondents were interested in Ariel Noah's role as a Gojek brand ambassador and had a favorable opinion of his ability to promote Gojek services. The results of the chi-square correlation test indicated that the factors of age, gender, and frequency of application use were significant at 0.561, 0.485, and 0.000, respectively. The conclusion that can be drawn from this research is that 77% of respondents have an interest in and a positive view of Ariel Noah as a Gojek brand ambassador and his influence in promoting Gojek services. In the Chi-square test, it was found that there was no relationship between the age and gender variables on the views of Ariel Noah's users as the brand ambassador for the Gojek application. There is a relationship between the frequency of using the application and the views of users of Ariel Noah as the brand ambassador for the Gojek application.
Co-Authors Chaudhary, Zubyan Kurniadi, Benedicta Alvina Kuswandi, Ignatius Richard Silfia Silfia, Silfia