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All Journal Syntax Literate: Jurnal Ilmiah Indonesia International Journal of Advanced Multidisciplinary
Venness, Venness
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Humanities Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Social Sciences Other

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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.
Pengaruh Mediasi Brand Image pada Brand Ambassador, Event Marketing dan Social Media Marketing Terhadap Minat Beli di Blibli Venness, Venness; Kembau, Agung Stefanus; Felix, Antonius
Syntax Literate Jurnal Ilmiah Indonesia
Publisher : Syntax Corporation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36418/syntax-literate.v7i12.15367

Abstract

Penelitian ini membahas pengaruh Brand ambassador, Event marketing, dan Social media marketing terhadap minat beli di platform Blibli. Di tengah persaingan ketat e-commerce di Indonesia, Blibli menggunakan strategi-strategi tersebut untuk menarik pelanggan. Penelitian kuantitatif ini melibatkan 120 responden yang menjawab kuesioner online. Hasil analisis menunjukkan bahwa Brand ambassador, Social media marketing, dan Event marketing tidak selalu menjadi pengaruh langsung terhadap minat beli.Namun, ketiganya dapat memengaruhi citra merek Blibli. Hal ini dapat menjadi faktor tidak langsung yang meningkatkan minat beli.
Co-Authors Antonius Felix Brigitta Indrawan, Genoveva CHRISTANTI CHRISTANTI, CHRISTANTI Farady Marta, Rustono Firellsya, Gabriela Halim Agung Kembau, Agung Stefanus Stefanus Kembau, Agung