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All Journal JURNAL NUSANTARA APLIKASI MANAJEMEN BISNIS Digismantech (Jurnal Program Studi Bisnis Digital)
Keythline Priscilla Putri Maharani
Universitas Bunda Mulia
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences Other

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The Influence of Blackpink as Tokopedia’s Brand Ambassador on Student Online Purchase Decision at Tokopedia E-Marketplace Period 2022 Keythline Priscilla Putri Maharani; Panji Nandiasa Ananda Mukadis; Ruth Nattassha
Digismantech (Jurnal Program Studi Bisnis Digital) Vol 3, No 1 (2023): Jurnal Digismantech (Digital Business Management and Technology)
Publisher : Universitas Bunda Mulia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30813/digismantech.v3i1.4690

Abstract

Korean Wave phenomena in Indonesia can be seen by its demand among the millennials, especially when it comes to Korean pop music or simply called K-pop. One research has concluded that BTS and Blackpink (very popular music groups in South Korea has proven to significantly influence purchase decisions among Tokopedia buyers. However, there have been no research focusing on university students as research subject. Based on our analysis from the data gathered from 100 respondents concluded that there is positive influence by Blackpink as Tokopedia brand ambassador to the purchase decision on Tokopedia for 2022 year periode. This conclusion has been proven by the structured validity and reliability test, including normality, regression, and hypothesis. Hence, Tokopedia can continue to use brand ambassador and always try to find the best possibility of the possible ambassadors and how to activate them.
Analisis Path: Peran Live Streaming, Citra Merek, dan Kualitas terhadap Keputusan Pembelian Shopee dengan Mediasi Voucher Arihta Tarigan; Laili Savitri Noor; Keythline Priscilla Putri Maharani
Jurnal Nusantara Aplikasi Manajemen Bisnis Vol 9 No 2 (2024): Jurnal Nusantara Aplikasi Manajemen Bisnis
Publisher : UNIVERSITAS NUSANTARA PGRI KEDIRI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/nusamba.v9i2.21791

Abstract

Research aims: This study aims to determine the role of brand image, product quality, and live streaming in buying decisions on Shopee to profound marketing strategy optimization, implementing voucher promotion strategies, developing live services, and understanding consumer trends in the e-commerce industry with discount voucher as the intervening variable. Methods: This research used quantitative associative methods with data collection based on online questionnaires and analyzing data through path analysis. Research Finding: Based on the results of this study, it can be concluded that brand image and live streaming have a significant effect on discount vouchers, which in turn influence purchase decisions, with a significant indirect impact primarily through live streaming.. Theoretical contribution/Originality: This study enriches the literature by confirming that these factors significantly influence purchasing decisions, particularly on e-commerce platforms like Shopee, and highlights the importance of social media and digital promotions in influencing consumer behaviour. Practitioner/Policy implication: An e-commerce company should prioritize marketing strategies that involve a strong brand image, guaranteed product quality, and live streaming as an interactive medium to attract consumer interest. Research limitation: The research results cannot be generalised to the entire population because data collection uses the SEM (Structural Equation Modeling) method with limited respondents.
Co-Authors Arihta Tarigan Laili Savitri Noor Nattassha, Ruth Panji Nandiasa Ananda Mukadis