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

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Published May 5, 2023
DOI https://doi.org/10.21632/kbi.5.1.1-15

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Nabila Putri Andira
BINUS Business School Master Program, Bina Nusantara University, Jalan Hang Lekir I No. 6, Senayan Jakarta 10270, Indonesia
Raditya Adji Prasetyo
BINUS Business School Master Program, Bina Nusantara University, Jalan Hang Lekir I No. 6, Senayan Jakarta 10270, Indonesia
Artha Sejati Ananda
BINUS Business School Master Program, Bina Nusantara University, Jalan Hang Lekir I No. 6, Senayan Jakarta 10270, Indonesia

Abstract

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.

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How to Cite
ANDIRA, Nabila Putri; PRASETYO, Raditya Adji; ANANDA, Artha Sejati. The Impact of K-Pop Idol on Brand Awareness, Hedonic Shopping Motivation, and Purchase Intention. Kajian Branding Indonesia, [S.l.], v. 5, n. 1, p. 1-15, may 2023. ISSN 2721-2092. Available at: <https://journal.prasetiyamulya.ac.id/journal/index.php/kbi/article/view/1016>. Date accessed: 26 apr. 2024. doi: https://doi.org/10.21632/kbi.5.1.1-15.
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Issue
Vol 5 No 1 (2023): Kajian Branding Indonesia
Section
Articles
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