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This is a Quantitative Study study.

October 20, 2025Journal Research of Social Science Economics and ManagementOpen Access

The Influence of K-Pop Idol Brand Ambassadors and Brand Images on the Buying Interest of Tokopedia E-Commerce Users (Survey on Office Employees, Tugu Utara Village, North Jakarta)

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Authors

SKSilke Esmeralda KuhuKwik Kian Gie School of Business INImam NuraryoKwik Kian Gie School of Business

Discussion

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Implication

Quantitative survey reveals that K-Pop brand ambassadors significantly boost purchase intention in Tokopedia users, suggesting effective branding strategies.

Key Points

K-Pop brand ambassadors significantly improve purchase intention among Tokopedia users, demonstrating effective marketing strategies.
Analysis shows a positive relationship between brand image and purchase intention, emphasizing the branding importance.
Using Partially Least Squares Structural Equation Modeling (PLS-SEM), data were gathered through surveys from office workers in North Jakarta.
Effective marketing strategies should focus on aligning brand ambassadors with brand image to enhance consumer trust and purchases.

Cite This Study

Kuhu et al. (2025) studied this question.

synapsesocial.com/papers/68f5a78aab63786de5b45f8e https://doi.org/10.59141/jrssem.v5i3.1113

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Implication

Quantitative survey reveals that K-Pop brand ambassadors significantly boost purchase intention in Tokopedia users, suggesting effective branding strategies.

The Influence of K-Pop Idol Brand Ambassadors and Brand Images on the Buying Interest of Tokopedia E-Commerce Users (Survey on Office Employees, Tugu Utara Village, North Jakarta)

Discussion

Member takes

Implication

Key Points

Cite This Study

The Influence of K-Pop Idol Brand Ambassadors and Brand Images on the Buying Interest of Tokopedia E-Commerce Users (Survey on Office Employees, Tugu Utara Village, North Jakarta)

Discussion

Member takes

Implication

Key Points

Cite This Study

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