The Influence of Blackpink as Oreo Brand Ambassador on Purchasing Decisions and Consumptive Behavior
Pengaruh Blackpink Sebagai Brand Ambassador Oreo terhadap Keputusan Pembelian dan Perilaku Konsumtif
DOI:
https://doi.org/10.21070/ups.1958Keywords:
Brand Ambassador, Purchase Decision, Consumptive BehaviorAbstract
With a Brand Ambassador, consumers get a big influence on purchasing decisions from their idols. Seeing the many demands of intense competition with competitors requires companies to create marketing strategies that can impact the company by attracting a large target market, such as K-pop fans, where K-pop fans themselves tend to buy goods related to their idols. to get pleasure. This study aims to determine the influence of Blackpink as the Oreo Brand Ambassador on purchasing decisions and consumptive behavior. The method used in this study is a quantitative method, with a total of 100 respondents who are followers of the Instagram account @Blackpinkpage_id. The results showed that Blackpink as a brand ambassador had a significant effect on purchasing decisions by 24.7% on purchasing decisions and by 39.9% on consumptive behavior, while the remaining 35.4% were influenced by other factors not examined in the study.
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