PENGARUH EFEKTIVITAS BRAND AMBASSADOR DAN PROMOSI PHOTOCARD ENHYPEN PADA KEPUTUSAN PEMBELIAN PRODUK KOLABORASI NABATI KOREAN GOGUMA
(1) Universitas Pendidikan Indonesia
(2) Universitas Pendidikan Indonesia
(3) Universitas Pendidikan Indonesia
(4) Universitas Pendidikan Indonesia
(5) Universitas Pendidikan Indonesia
(6) Universitas Pendidikan Indonesia
(*) Corresponding Author
Abstract
Penelitian ini bertujuan untuk mengetahui: (1) pengaruh efektivitas brand ambassador ENHYPEN pada keputusan pembelian produk kolaborasi Nabati Korean Goguma di kalangan remaja di Jawa Barat, (2) pengaruh efektivitas promosi photocard ENHYPEN pada keputusan pembelian. Penelitian sebelumnya menunjukkan bahwa penggunaan idol K-pop sebagai brand ambassador dan daya tarik iklan memiliki pengaruh positif pada keputusan pembelian, namun hasilnya dapat bervariasi tergantung konteks produk dan konsumen yang ditarget. Oleh karena itu, studi ini berfokus pada efektivitas strategi pemasaran yang memanfaatkan keterikatan emosional dalam komunitas penggemar di kalangan remaja. Populasi dalam penelitian ini adalah remaja di Jawa Barat berusia 15–21 tahun berjumlah 5.617.920 jiwa berdasarkan data BPS. Teknik pengambilan sampel menggunakan simple random sampling, dan data dikumpulkan melalui kuesioner. Analisis dilakukan dengan uji asumsi klasik dan regresi linier berganda melalui SPSS. Hasil penelitian menunjukkan bahwa data yang digunakan valid dan reliabel. Efektivitas brand ambassador dan promosi photocard berpengaruh signifikan pada keputusan pembelian, mendukung efektivitas strategi pemasaran emosional dalam meningkatkan minat beli remaja.
This study aimed to examine: (1) the influence of ENHYPEN effectiveness as a brand ambassador on the purchasing decisions of Nabati Korean Goguma collaboration products among teenagers in West Java, and (2) the influence of the effectiveness of ENHYPEN photocard promotions on purchasing decisions previous studies showed that the use of K-pop idols as brand ambassadors and advertising appeal had a positive impact on purchasing decisions; however, the outcomes varied depending on the product context and the target consumers. Therefore, this study evaluated the effectiveness of marketing strategies that leveraged emotional attachment within fan communities among teenagers. The population of this study consisted of teenagers aged 15–21 years in West Java, totaling 5,617,920 individuals based on data from BPS. The sampling technique used was simple random sampling, and the data were collected through questionnaires. Data analysis was done using classical assumption tests and multiple linear regression with SPSS. The results showed that the data used were valid and reliable. The effectiveness of both the brand ambassador and the photocard promotion significantly affected purchasing decisions, supporting the effectiveness of emotional marketing strategies in increasing teenagers' purchase interest.
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DOI: https://doi.org/10.38076/ideijeb.v6i1.377
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