The Impact of K-Pop Idol on Brand Awareness, Hedonic Shopping Motivation, and Purchase Intention

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


INTRODUCTION
Korean Wave or popularly known as Hallyu, is the phrase that refers to the spectacular expansion of Korean culture and popular culture, which includes everything from music, movies, and drama to online gaming and cuisine. Hallyu has reached all over the world where the popularity of Korean culture increased in the late 2000s and increased further in the 2010s when mainstream Korean television shows and music were introduced.
Hallyu has been developing for 20 years, but in the last 5 to 10 years, K-pop in particular has gained more and more international attention.

K-Pop successfully bring a new perspective
to the world so that it managed to occupy the 6th position in the world music market (Tirto. ID document: 2020)  According to Thorne (2011) fandom is defined by a sense of closeness to others who share an interest and the use of subject-specific jargon. When involvement is intense, it is also frequently characterized by a subtle sense of superiority toward those who are not "in the know." Celebrity idolization is characterized by two characteristics, one of which is worship (Raviv, 1996). Stever (2009) Brown, 1990;MacDonald and Sharp, 2000).
Consumers may utilize brand awareness as a heuristic in their purchasing decisions (Hoyer and Brown, 1990;MacDonald and Sharp, 2000).

Conceptual Framework
The below figure represents the framework for understanding the impact of e-commerce tactics using k-pop idols as an endorser on K-Pop fans' purchase decisions. The framework has adopted from the integrated model for Beauty for the respondents to understand.

Sampling & Data Collection
The population we chose for these projects were To observe and to analyze the data that has been collected, we will use Partial Least    Table 4.

Discussion
According to the findings of the above data, The role of behavioral involvement is another aspect of audience involvement that has a detrimental effect on the devotion of celebrities. The degree to which an audience  (Mowen and Minor, 2001). Most of the time, consumers did not do an elaborate decision-making process before purchasing goods (Olshavsky and Granbois, 1979). Credibility of endorsers also positively and significantly influence the attitude towards ad, while the attitude towards brand shown in the ad and purchase intention (Goldsmith et al., 2000;Lafferty et al., 2002;Lafferty and Goldsmith, 1999).
Lastly, in H5, hedonic shopping motivation has also been shown to have a significant influence on the purchase intention of K-Pop fans.
Desire of pleasure, joy, and fun offered by the products will affect the hedonic consumption motivation, with the main goal is to satisfy the denically motivated appetite (Hirschman and Holbrook 1982). E-commerce has succeeded in building a desire for pleasure, joy and

MANAGERIAL IMPLICATION
This study gives us a lesson to have more respondents for our sample to explore this topic. Because most of the respondents' backgrounds are students with a minimal income (less than 5,000,000), which affected their intention and power to purchase.
Hence we will suggest having a wider range of millennials, productive age consumers to purchase intention. Learning theory in this study, found that behavioral involvement, emotional involvement, and referential reflection will increase brand awareness and become the hedonic motivation that will influence consumers' purchase intention.
From this study, researchers will suggest using K-Pop Idol as a brand ambassador to increase the brand awareness which will impact the consumers' purchase intention. Brand could use the K-Pop Idol that has a big influence, and also have an audience with a strong emotional involvement. Based on the data analysis, we will also suggest entertainment social as one of the factors to fulfill the consumers' emotions and will influence purchase intention.

ACKNOWLEDGEMENTS
Words cannot express our gratitude to our mentor for her invaluable patience and feedback. We are also grateful to our classmates, cohort members, and office mates, for their moral support. Thanks should also go to this study participants from the inside and outside university, who impacted and inspired us. Lastly, we would be remiss in not mentioning our friends and family, especially our parents, spouse, and children. Their belief in me has kept our spirits and motivation high during this process.