The Impact of E-commerce Tactics Using K-Pop Idol on Brand Awareness, Hedonic Shopping Motivation towards Purchase Intention among K-Pop Fans
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Published:2023-04-17
Issue:4
Volume:3
Page:956-963
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ISSN:2807-8691
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Container-title:International Journal of Social Service and Research
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language:
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Short-container-title:IJSSR
Author:
Andira Nabila Putri,Prasetyo Raditya Aji
Abstract
The use of K-Pop girlbands/boybands as endorsers is booming by Indonesian e-commerce. For this reason, this research aims to know what factors are owned by endorsers that can influence consumer purchase decisions for the products offered by e-commerces. The secondary motivation of this research is to obtain empirical data on how influential the tactics made by e-commerce using K-Pop girlband/boyband are on purchase intention. Impact of celebrity worship factors related to celebrity worship are Entertainment-Social, Intense-Personal, Borderline-Pathological. That's all under the moderating effect of risk was estimated from the perceptions of Indonesia's K-Pop Fans (n =100) using variance-based structural equation modeling and PLS-SEM process. There is a positive correlation between K-Pop Brand Ambassador to raise Brand Awareness, Hedonic Shopping Motivation towards Purchase Intention among K-Pop Fans. Limitation to get a number of respondents with a high purchase power. Contributes to the current knowledge-related online buying behavior in virtual retail formats and helps marketers in streamlining their focus in using celebrity endorsers to increase purchase decisions of targeted consumers.
Publisher
Ridwan Institute
Cited by
1 articles.
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