Pengaruh Korean Wave Dan Brand Ambassador Terhadap Minat Beli Konsumen Pada Platform E-Commerce Shopee Di Denpasar
DOI:
https://doi.org/10.32795/vol4wamrtno1th24Keywords:
Korean Wave, Brand Ambassador, Purchase Interest, ShopeeAbstract
Currently, internet technology is developing rapidly, increasing people's ability to access technology. The development of the Internet, Digital Technology and Communication also affects people's habits and lifestyles that are currently shifting from offline shopping to online shopping. Simple online shopping certainly affects consumer interest. Finding out how effective the Korean wave and brand ambassadors are in attracting customers is the aim of this study. Since the study's participants were from Denpasar City and had never negotiated an e-commerce event, it was necessary to identify potential motivators for his initial purchase. 110 people made up the study's sample. Likert scales for literature studies, interviews, questionnaires with five-choice answers, and observation techniques were all used in the data collection process. Multiple linear regression analysis was employed for conventional acceptability and hypothesis testing following an assessment of the instrument's validity and reliabilityAccording to the survey's findings, brand ambassadors and the South Korean wave affected 57.4% of purchases. Buy interest can occasionally be positively and significantly impacted by the Korean wave, and brand ambassadors can also positively and significantly influence buy interest. Additionally, brand ambassadors and the South Korean wave significantly and favorably influence consumer purchasing. Based on these findings, businesses are encouraged to maintain and develop marketing strategies using the Korean wave and brand ambassadors by presenting more innovative and relevant advertising content to increase consumer interest.
References
Hendayana, Y., & Afifah, N. (2020). Pengaruh brand ambassador dan Korean wave terhadap minat belanja online melalui marketplace Tokopedia. Kinerja, 3(01), 32–46.
Kotler, P., Keller, K. L., Brady, M., Goodman, M., & Hansen, T. (2016). Marketing Management 3rd edn PDF eBook. Pearson Higher Ed.
Lane Keller, K. (2013). Strategic Brand Managment: Building, Measuring, and Managing Brand Equity. UK: Pearson Education Limited.
Liya, I., Karmila, K., & Budiono, H. (2021). Pengaruh hallyu wave, brand ambassador, brand image dan wom terhadap keputusan pembelian pada mie sedap selection korean spicy chicken. REVENUE: Jurnal Manajemen Bisnis Islam, 2(1), 11–26.
McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of Consumer Research, 16(3), 310–321.
Nurhabibah, A., & Dewi Eka Murniati, M. M. (2016). Pengaruh strategi bauran pemasaran terhadap minat beli konsumen di pusat oleh-oleh getuk goreng khas sokaraja banyumas jalan raya buntu-sampang. Journal of Culinary Education and Technology, 5(3).
Panjaitan, R. (2018). Manajemen Pemasaran. Penerbit Yayasan Prima Agus Teknik, 1–122.
Puspitasari, N., Aphrodite, N., & Sulaeman, E. (2023). Pengaruh Promosi, Brand Ambassador Dan Korean Wave Terhadap Minat Beli Produk Somethinc. Warta Dharmawangsa, 17(1), 302–314.
Suminar, R. (2018). Fenomena Hallyu Di Indonesia. Syntax Literate; Jurnal Ilmiah Indonesia, 3(12), 128–137.
Susilawati, R., & Nugroho, M. T. (2024). Pengaruh Brand Image dan Brand Ambassador terhadap Minat Pembelian:(Studi Kasus pada Pengguna Aplikasi Shopee di Kalangan Mahasiswa Manajemen Angkatan 2020 Universitas Panca Sakti Bekasi). Surplus: Jurnal Ekonomi Dan Bisnis, 3(1), 253–264.
