The Effect Of Using The K-Pop Idol Ambassador Brand And Company Brand Image On Purchase Decisions On The Marketplace Shopee

Jurnal Ilmu Manajemen Profitability Pub Date : 2022-03-01 DOI:10.26618/profitability.v6i1.6949

Era Friyda Kumala, J. Widodo, M. Zulianto

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引用次数: 1

Abstract

The purpose of this study was to determine the effect of the use of K-Pop Idol Brand Ambassadors and Company Brand Image on Purchase Decisions on the Shopee Marketplace for Class 10-11 Social Studies Students at SMA Negeri 4 Probolinggo and to determine the most influential variables among Kpop idol brand ambassadors and the company's brand image on purchasing decisions on the Shopee marketplace for students in grades 10-11 majoring in social studies at SMA Negeri 4 Probolinggo. In the sampling technique using Non Probability Sampling as many as 71 respondents, the data analysis used in this study was multiple linear regression analysis. The results showed that the magnitude of the influence of Kpop idol brand ambassadors and the company's brand image on purchasing decisions at the Shopee Marketplace for Class 10-11 Social Studies students at SMA Negeri 4 Probolinggo was 80.3% while the remaining 19.7% was influenced by the independent variables. not investigated in this study. This shows that the Kpop idol brand ambassador variable has more influence on purchasing decisions compared to brand image.

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使用K-Pop偶像大使品牌和公司品牌形象对市场购物决策的影响

本研究旨在探讨韩国流行偶像品牌大使与公司品牌形象对SMA Negeri 4 Probolinggo 10-11年级社会研究专业学生在Shopee市场购买决策的影响，以及韩国流行偶像品牌大使与公司品牌形象对SMA Negeri 4 Probolinggo 10-11年级社会研究专业学生在Shopee市场购买决策的最具影响的变量。在采用非概率抽样的抽样技术中，多达71名受访者，本研究使用的数据分析是多元线性回归分析。结果显示，Kpop偶像品牌大使和公司品牌形象对SMA Negeri 4 Probolinggo 10-11年级社会研究学生在Shopee Marketplace购买决策的影响程度为80.3%，其余19.7%受自变量影响。本研究未对此进行调查。这表明Kpop偶像品牌大使变量对购买决策的影响比品牌形象更大。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Jurnal Ilmu Manajemen Profitability

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