Roles of K-pop Idols as Brand Ambassadors for Gen Z’s Buying Behavior in Indonesia’s E-Commerce

Prita Ayu Kusumawardhany () and Denis Fidita Karya
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Prita Ayu Kusumawardhany: University of Surabaya
Denis Fidita Karya: Universitas Nahdlatul Ulama

A chapter in Proceedings of the 20th International Symposium on Management (INSYMA 2023), 2024, pp 393-399 from Springer

Abstract: Abstract This study aims to analyze whether K-pop idols becoming a trend among generation Z also affect the brand image and customers’ buying behavior when they become marketplace brand ambassadors. This study used a quantitative approach. Data were analyzed using path analysis and hypothesis testing processing methods using Partial Least Squares (PLS) with Smart PLS with a sample of a hundred Gen Z respondents. The results show a relationship between brand ambassadors, brand image, brand awareness, and buying behavior. E-commerce that uses famous K-Pop idol brand ambassadors, currently the favorite celebrity of Gen Z, as a form of advertising does not only affect brand image and awareness but also buying behavior.

Keywords: brand ambassador; brand awareness; brand image; buying behavior; K-pop idol (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-244-6_58

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DOI: 10.2991/978-94-6463-244-6_58

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