Digital Business Communication Strategy Barometer: Stimulation of K-Pop Brand Ambassadors for Consumers of E-commerce Products in Indonesia
DOI:
https://doi.org/10.38035/ijam.v1i4.149Keywords:
Digital Business; Brand ambassador; Consumer purchasing decisions; K pop; Communication StrategyAbstract
The popularity of K-Pop is considered to be in line with the adoption of certain product brands, now this is increasingly happening in Indonesia. Especially for companies that run digital business communication strategies through e-commerce channels, so they need to be stimulated through their brand ambassadors. This research is intended to make a barometer of digital business communication strategies through measuring the impact of K-Pop Brand Ambassador stimulation on purchasing decisions of e-commerce consumers in Indonesia. The data is calculated using the PLS-SEM analysis method with the calculation tools used are SmartPLS and G*Power. This research is based on simple random sampling involving 133 respondents. The test results show that the impact of K-Pop brand ambassadors on consumer purchasing decisions for e-commerce products in Indonesia is only 0.662, so it does not have a significant effect. Companies that use digital business communication strategies need to involve other, more substantial components, especially in increasing their brand interactions with consumers.
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Putra, I. G. W. S. (2021). Evaluasi Pengaruh Product Quality, Product Innovation dan Marketing Promotion Terhadap Brand Image IKEA. Digismantech (Jurnal Program Studi Bisnis Digital), 1(1), 1–10. https://doi.org/10.30813/digismantech.v1i1
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Xie, Y., Ma, M., Zhang, Y., & Tan, X. (2019). Factors Associated with Health Literacy in Rural Areas of Central China: Structural Equation Model. BMC Health Services Research, 19(1), 1–8. https://doi.org/10.1186/s12913-019-4094-1
Zahrah, W. O. S. (2014). Pengaruh Pengetahuan dan Kesadaran Terhadap Niat Komplain Pada Barang dan Jasa. Institut Pertanian Bogor.
Zhang, Y. (2015). The Impact of Brand Image on Consumer Behavior: A Literature Review. Open Journal of Business and Management, 03(01), 58–62. https://doi.org/10.4236/ojbm.2015.31006
Amba, V. F. T., & Sisnuhadi. (2021). Pengaruh Promosi Terhadap Keputusan Pembelian Dengan Brand Awareness Sebagai Mediasi Pada Konsumen E-Commerce Shopee. Jurnal Ilmiah Ekonomi Dan Bisnis Universitas Multi Data Palembang, vol 11(1), 69–77. https://doi.org/10.35957/forbiswira.v11i1.1403
Amirrudin, M., Nasution, K., & Supahar, S. (2021). Effect of Variability on Cronbach Alpha Reliability in Research Practice. Jurnal Matematika, Statistika Dan Komputasi, 17(2), 223–230. https://doi.org/10.20956/jmsk.v17i2.11655
Anggraeni, E. D. (2020). Pengaruh Advertising Dan Brand Ambassador Terhadap Keputusan Pembelian Melalui Brand Image Pada Konsumen Produk Pembalut Charm Di Kota Depok. INOBIS: Jurnal Inovasi Bisnis Dan Manajemen Indonesia, 3(3), 419–433. https://doi.org/10.31842/jurnalinobis.v3i3.148
Asyraf, W. M. (2013). A Comparison of Partial Least Square Structural Equation Modeling (PLS-SEM) and Covariance Based Structural Equation Modeling (CB-SEM) for Confirmatory Factor Analysis. International Journal of Engineering Science and Innovative Technology (IJESIT), 2(5), 198–205.
Bangun, C. R. A., Nareawari, K., & Sukur, G. F. F. (2020). Online Fan Fiction: Social Media Alternative Universe Practices on Twitter @Eskalokal and @Gaberntwice. ASPIRATION Journal, 1(2), 208–228. www.aspiration.id/index.php
Batubara, H. H. (2016). Penggunaan Google Form Sebagai Alat Penilaian Kinerja Dosen di Prodi PGMI UNISKA Muhammad Arsyad Al Banjari. Jurnal Pendidikan Dasar Islam, 8(1), 40–50.
Casteel, A., & Bridier, N. L. (2021). Describing Populations and Samples in Doctoral Student Research. International Journal of Doctoral Studies, 16, 339–362. https://doi.org/10.28945/4766
Fawwaz, I. El, & Indrawati. (2020). The Impact of Brand Ambassador on Brand Image and Consumers Purchasing Decision: A Case of BTS as Tokopedia`s Brand Ambassador. International Journal of Science and Research (IJSR), 9(6), 1790–1793. https://doi.org/10.21275/SR20628114516
Indika, D. R., & Jovita, C. (2017). Media Sosial Instagram Sebagai Sarana Promosi Untuk Meningkatkan Minat Beli Konsumen. Jurnal Bisnis Terapan, 1(01), 25–32. https://doi.org/10.24123/jbt.v1i01.296
Kotler, P., & Keller, K. L. (2012). Marketing Management. In Agrekon (14th ed., Vol. 11, Issue 1). Prentice Hall.
Kwong, K., & Wong, K. (2013). Partial Least Squares Structural Equation Modeling (PLS-SEM) Techniques Using SmartPLS. Marketing Bulletin, 24(1), 1–32. http://marketing-bulletin.massey.ac.nz/v24/mb_v24_t1_wong.pdf%5Cnhttp://www.researchgate.net/profile/Ken_Wong10/publication/268449353_Partial_Least_Squares_Structural_Equation_Modeling_(PLS-SEM)_Techniques_Using_SmartPLS/links/54773b1b0cf293e2da25e3f3.pdf
Marta, R. F., & Septyana, V. (2015). Semiotika Pemasaran pada Brand Value Melalui Sign Berupa Layout Berita dan Iklan Ibadah Haji (Studi Komparasi pada Harian Pos Kota dengan Rakyat Merdeka). Semiotika?: Jurnal Komunikasi.
Masyita, D. A., & Yuliati, A. L. (2017). Pengaruh Brand Ambassador Dian Sastrowardoyo Terhadap Brand Image Produk Makeup L’OREAL PARIS (Studi Pada Konsumen L’OREAL Kota Bandung). Jurnal Riset Akuntansi Mercu Buana, 3(1), 41. https://doi.org/10.26486/jramb.v3i1.408
Memon, M. A., Ting, H., Cheah, J.-H., Thurasamy, R., Chuah, F., & Cham, T. H. (2020). Sample Size for Survey Research: Review and Recommendations. Journal of Applied Structural Equation Modeling, 4(2), i–xx. https://doi.org/10.47263/JASEM.4(2)01
Nadia, S. M. N., & Aulia, P. (2020). The Influence of BTS KPOP As Brand Ambassador Onpurchase Decision in Tokopedia. 7(2), 3616–3634.
Niehaves, B., & Ortbach, K. (2016). The Inner and The Outer Model in Explanatory Design Theory: The Case of Designing Electronic Feedback Systems. European Journal of Information Systems, 25(4), 303–316. https://doi.org/10.1057/ejis.2016.3
Purwanto, A., & Sudargini, Y. (2021). Partial Least Squares Structural Squation Modeling ( PLS-SEM ) Analysis for Social and Management Research?: A Literature Review. AGUSPATI Research Institute, Indonesia - SMA Negeri 1, Pati, 2(4), 114–123.
Putra, I. G. W. S. (2021). Evaluasi Pengaruh Product Quality, Product Innovation dan Marketing Promotion Terhadap Brand Image IKEA. Digismantech (Jurnal Program Studi Bisnis Digital), 1(1), 1–10. https://doi.org/10.30813/digismantech.v1i1
Rahman, M. S., Haque, M. M., & Hussain, B. (2012). Brand Image and its Impact on Consumer’s Perception: Structural Equation Modeling Approach on Young Consumer’s in Bangladesh. Journal of Applied Sciences, 12(8), 768–774. https://doi.org/10.3923/jas.2012.768.774
Roemer, E., Schuberth, F., & Henseler, J. (2021). HTMT2–An Improved Criterion For Assessing Discriminant Validity in Structural Equation Modeling. Industrial Management and Data Systems, 121(12), 2637–2650. https://doi.org/10.1108/IMDS-02-2021-0082
Rony, S. (2019). Positivism dan non-Positivism. August. https://doi.org/10.13140/RG.2.2.19642.13767
Sari, N., Marta, R. F., Angreani, N., Harry, H., & Perkasa, M. I. A. (2021). Menakar Loyalitas Konsumen berdasarkan Persepsi Nilai dan Kepercayaan Merek Geprek Bensu. Soetomo Communication and Humanities, 2(2), 75–85. https://ejournal.unitomo.ac.id/index.php/sch/article/view/4078
Sarstedt, M., Ringle, C. M., & Hair, J. F. (2017). Partial Least Square Structural Equation Modeling. In Handbook of Market Research (Issue September). https://doi.org/10.1007/978-3-319-05542-8
Schiffman, L. G., & Wisenblit, J. L. (2019). Consumer Behavior 12th Edition. In Pearson Education. Pearson Education.
Sekaran, U. (2003). Research Methods for Business - A Skill Building Approach. In John Wiley & Sons. https://doi.org/http://dx.doi.org/10.1108/17506200710779521
Sesana, I. P. (2020). Efektifitas Penggunaan Aplikasi Google Form Dalam Pelaksanaan PAT Berbasis Online Di SMKN 1 Tembuku. Widyadewata, 3, 4. https://widyadewata.bdkdenpasar.id/index.php/widyadewata/article/view/4
Siskhawati, L., & Maulana, H. A. (2021). The Influence of Brand Ambassador and Korean Wave on Purchase Decision for Neo Coffee Products. Jurnal Ekonomi Dan Bisnis, 24(1), 1–7.
Smith, B. G., Kendall, M. C., Knighton, D., & Wright, T. (2018). Rise of the Brand Ambassador: Social Stake, Corporate Social Responsibility and Influence among the Social Media Influencers. Communication Management Review, 03(01), 6–29. https://doi.org/10.22522/cmr20180127
Stankevich, A. (2017). Explaining the Consumer Decision-Making Process: Critical Literature Review. Journal of International Business Research and Marketing, 2(6), 7–14. https://doi.org/10.18775/jibrm.1849-8558.2015.26.3001
Sterie, W. G., Massie, J. D. D., & Soepono, D. (2019). Pengaruh Brand Ambassador Dan Brand Image Terhadap Keputusan Pembelian Produk Pt. Telesindo Shop Sebagai Distributor Utama Telkomsel Di Manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 7(3). https://doi.org/10.35794/emba.v7i3.24200
Sundalangi, M., Mandey, S. L., & Jorie, R. J. (2014). Kualitas Produk, Daya Tarik Iklan, Dan Potongan Harga Terhadap Minat Beli Konsumen Pada Pizza Hut Manado. Jurnal EMBA, 1(1), 11–17. https://doi.org/10.35794/emba.v2i1.3829
Susilawati, A. D., Hanfan, A., & Anugrah, F. H. (2021). Pengaruh Brand Image, Brand Ambassador, Word Of Mouth dan Testimony In Social Media terhadap Keputusan Pembelian Hijab Sulthanah di Kota Tegal. DIALEKTIKA?: Jurnal Ekonomi Dan Ilmu Sosial, 6(1), 35–43. https://doi.org/10.36636/dialektika.v6i1.470
Ulfa, R., & Marta, R. F. (2017). Implementasi Komunikasi Pemasaran Terpadu Pada Yayasan Nurul Ibad Jakarta Timur. Bricolage: Jurnal Magister Ilmu Komunikasi, 2(02), 1–11. https://doi.org/10.30813/bricolage.v2i02.835
Widyastuti, H., & Prastitya, T. A. (2020). Preferensi Konsumen Pengguna E-Commerce yang Memengaruhi Kesadaran akan Perlindungan Konsumen pada Generasi X. Jurnal Sistem Informasi Bisnis, 10(1), 10–19. https://doi.org/10.21456/vol10iss1pp10-19
Windatiningsih, D., & Harian, D. (2019). Uji Validasi Data Debit Untuk Deteksi Penyimpangan (Studi Kasus: DAS Citarum Hulu). Jurnal Sumber Daya Air, 15(2), 121–136. https://doi.org/10.32679/jsda.v15i2.600
Xie, Y., Ma, M., Zhang, Y., & Tan, X. (2019). Factors Associated with Health Literacy in Rural Areas of Central China: Structural Equation Model. BMC Health Services Research, 19(1), 1–8. https://doi.org/10.1186/s12913-019-4094-1
Zahrah, W. O. S. (2014). Pengaruh Pengetahuan dan Kesadaran Terhadap Niat Komplain Pada Barang dan Jasa. Institut Pertanian Bogor.
Zhang, Y. (2015). The Impact of Brand Image on Consumer Behavior: A Literature Review. Open Journal of Business and Management, 03(01), 58–62. https://doi.org/10.4236/ojbm.2015.31006
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Published
2023-02-06
How to Cite
Agung, H. ., Farady Marta, R. ., Stefanus Kembau, A. ., Firellsya, G. ., Venness, V. ., Brigitta Indrawan, G. ., & Christanti, C. . (2023). Digital Business Communication Strategy Barometer: Stimulation of K-Pop Brand Ambassadors for Consumers of E-commerce Products in Indonesia. International Journal of Advanced Multidisciplinary, 1(4), 366–375. https://doi.org/10.38035/ijam.v1i4.149
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