The Influence of Kpop Idol Brand Ambassador Dimension on Purchasing Decisions Through Purchase intention as an Intervening Variable on Tokopedia

Authors

  • Sylvia Sari Rosalina Institut Bisnis dan Informatika Kwik Kian Gie
  • Cynthia Veronica Ngantung

Keywords:

brand ambassador, credibility, attraction, power

Abstract

The Ambassador brand is one of the marketing strategies that can influence consumer attitudes and beliefs about products. The appointment of the right Brand Ambassador will help increase Brand Awareness. The purpose of this study is to determine the influence of the Kpop Idol Ambassador brand dimension on purchasing decisions through purchase intention as an intervening variable on Tokopedia. The population is Indonesians who have used the Tokopedia marketplace to shop in the period between 2019 and 2021 and who know tokopedia's Brand Ambassador advertisements, namely BTS. The sampling technique uses purposive sampling with the criteria of Tokopedia consumers who know tokopedia Brand Ambassador advertisements, namely BTS as many as 457 respondents. The results of the study found that credibility, attraction have a significant positive effect on purchase intention. On the contrary, power has a positive effect on purchase intention. While credibility and attraction have a positive effect not significantly on purchasing decisions, power is found to have a significant positive effect on purchasing decisions. In addition, purchase intention has a significant positive effect on purchasing decisions. In conclusion, credibility and attraction can increase purchasing decisions if they meet the purchase intention, but power can directly affect purchasing decisions.

Author Biography

Sylvia Sari Rosalina, Institut Bisnis dan Informatika Kwik Kian Gie

Business Administration

Published

2022-08-24

Issue

Section

Articles