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Roles of K-pop Idols as Brand Ambassadors for Gen Z’s Buying Behavior in Indonesia’s E-Commerce

In: Proceedings of the 20th International Symposium on Management (INSYMA 2023)

Author

Listed:
  • Prita Ayu Kusumawardhany

    (University of Surabaya)

  • Denis Fidita Karya

    (Universitas Nahdlatul Ulama)

Abstract

This study aims to analyze whether K-pop idols becoming a trend among generation Z also affect the brand image and customers’ buying behavior when they become marketplace brand ambassadors. This study used a quantitative approach. Data were analyzed using path analysis and hypothesis testing processing methods using Partial Least Squares (PLS) with Smart PLS with a sample of a hundred Gen Z respondents. The results show a relationship between brand ambassadors, brand image, brand awareness, and buying behavior. E-commerce that uses famous K-Pop idol brand ambassadors, currently the favorite celebrity of Gen Z, as a form of advertising does not only affect brand image and awareness but also buying behavior.

Suggested Citation

  • Prita Ayu Kusumawardhany & Denis Fidita Karya, 2024. "Roles of K-pop Idols as Brand Ambassadors for Gen Z’s Buying Behavior in Indonesia’s E-Commerce," Advances in Economics, Business and Management Research, in: Werner Ria Murhadi & Dudi Anandya & Noviaty Kresna Darmasetiawan & Juliani Dyah Trisnawati & Putu An (ed.), Proceedings of the 20th International Symposium on Management (INSYMA 2023), pages 393-399, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-244-6_58
    DOI: 10.2991/978-94-6463-244-6_58
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