PENGARUH BRAND AMBASSADOR DAN PROMOSI PHOTOCARD ENHYPEN TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOLABORASI NABATI KOREAN GOGUMA
DOI:
https://doi.org/10.38076/ideijeb.v6i1.377Kata Kunci:
Brand ambassador, promosi photocard, keputusan pembelianAbstrak
This study aims to determine: (1) the influence of ENHYPEN as a brand ambassador on the purchase decisions of the Nabati Korean Goguma collaborative product among teenagers in West Java, (2) the influence of ENHYPEN’s photocard promotion on the purchase decisions of the product, and (3) the combined influence of both variables. The study highlights the strategic role of social media platforms in shaping consumer behavior, particularly among younger demographics. It emphasizes the effectiveness of K-pop marketing strategies in attracting Gen Z consumers and suggests that companies should continue to leverage fandom culture and increase campaign visibility on social media for optimal results. The population in this study consists of teenagers aged 15–21 years in West Java, totaling 5,617,920 people based on data from the Central Statistics Agency of West Java Prov ince. The sampling technique used is simple random sampling, with data collected through a questionnaire method. The data analysis techniques employed include classical assumption tests and hypothesis testing using multiple linear regression analysis. The results, processed through SPSS, show that the data used in this study are valid and reliable based on validity and reliability tests.
Penelitian ini bertujuan untuk mengetahui: (1) pengaruh brand ambassador ENHYPEN terhadap keputusan pembelian produk kolaborasi Nabati Korean Goguma di kalangan remaja di Jawa Barat. (2) pengaruh promosi photocard ENHYPEN terhadap keputusan pembelian produk kolaborasi Nabati Korean Goguma di kalangan remaja di Jawa Barat. (3) pengaruh brand ambassador dan promosi photocard ENHYPEN terhadap keputusan pembelian produk kolaborasi Nabati Korean Goguma di kalangan remaja di Jawa Barat. Penelitian ini menyoroti peran strategis platform media sosial dalam membentuk perilaku konsumen, khususnya di kalangan demografi yang lebih muda. Penelitian ini menggarisbawahi efektivitas strategi pemasaran K-pop dalam menarik konsumen Gen Z dan menyarankan perusahaan terus memanfaatkan budaya fandom dan meningkatkan visibilitas kampanye di media sosial untuk hasil yang optimal. Populasi dalam penelitian ini adalah remaja di Jawa Barat berusia 15-21 tahun yang berjumlah 5.617.920 bersumber dari Badan Pusat Statistika Provinsi Jawa Barat . Teknik pengambilan sampel menggunakan teknik simple random sampling. Pengumpulan data dilakukan dengan menggunakan metode kuesioner. Teknik analisis data yang digunakan adalah uji asumsi klasik dan uji hipotesis dengan analisis regresi linier berganda. Hasil penelitian setelah data diolah melalui SPSS dari pengujian data yang dilakukan hasil uji validitas dan hasil uji reliabilitas menunjukkan bahwa data yang digunakan dalam penelitian dinyatakan valid dan reliabel.
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Hak Cipta (c) 2025 Nyra Nazwa Aprilia, Alamanda Khairunisa, Jovan Marito Nathaniel Hutajulu, Reza Maulana, Siti Nuri Alya Hasanah, Syti Sarah Maesaroh
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