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

DOI

10.2991/978-94-6463-244-6_58How to use a DOI?

Keywords

brand ambassador; brand awareness; brand image; buying behavior; K-pop idol

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.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Prita Ayu Kusumawardhany
AU  - Denis Fidita Karya
PY  - 2023
DA  - 2023/09/30
TI  - Roles of K-pop Idols as Brand Ambassadors for Gen Z’s Buying Behavior in Indonesia’s E-Commerce
BT  - Proceedings of the 20th International Symposium on Management (INSYMA 2023)
PB  - Atlantis Press
SP  - 393
EP  - 399
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-244-6_58
DO  - 10.2991/978-94-6463-244-6_58
ID  - Kusumawardhany2023
ER  -