Article Sidebar

Download
View Article
Statistic
Read Counter : 27 Download : 13

Main Article Content

Abstract

General Background: The influence of marketing strategies on consumer purchasing decisions is a key area of research, particularly in the context of popular culture endorsements. Specific Background: This study explores the impact of celebrity worship, brand ambassadors, and advertisements on the purchasing decisions for Wall's Cornetto White Rose ice cream among K-Pop fans in Sidoarjo. Knowledge Gap: While existing research highlights the effects of these marketing elements individually, there is limited evidence on their combined impact in the specific context of K-Pop endorsements. Aims: The aim of this research is to quantitatively assess how celebrity worship, the role of brand ambassadors, and advertisement effectiveness influence consumer purchase decisions for Wall's Cornetto White Rose ice cream. Results: Utilizing a descriptive quantitative approach and Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 3.0, the study finds that while celebrity worship and advertisements significantly influence purchase decisions, the presence of a brand ambassador does not. The results show that celebrity worship and advertisements positively impact consumer choices, whereas the brand ambassador's role is not a determining factor. Novelty: This study provides new insights into the relative importance of celebrity worship versus brand ambassador influence, specifically within the K-Pop fan segment. Implications: The findings suggest that marketers should focus on enhancing celebrity-driven campaigns and effective advertisements to influence purchasing decisions, rather than overemphasizing brand ambassadors. Limitations include the study's focus on K-Pop enthusiasts, which may not generalize to other demographics, and the use of Google Forms for data collection, which could affect response quality. Future research should consider a broader audience and direct survey methods for more comprehensive results.

Keywords

Celebrity Worship Brand Ambassador Advertisement Purchase Decision K-Pop

Article Details

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite
Auwalina, R., Febriansah, R. E., & Sari, D. K. (2024). CELEBRITY INFLUENCE AND ADVERTISEMENT EFFECTIVENESS: HOW CHA EUN WOO AFFECTS PURCHASE DECISIONS FOR WALL’S CORNETTO WHITE ROSE. Journal of Artificial Intelligence and Digital Economy, 1(9), 7–18. https://doi.org/10.61796/jaide.v1i9.925
Download Citation
Endnote/Zotero/Mendeley (RIS)
BibTeX

References

  1. Y. Ding and X. Zhuang, ‘Why Chasing Kpop? Is Fandom Truely Crazy? - The Motivations and Behaviors of Kpop Fans’, International Conference on Educational Reform, Management Science and Sociology (ERMSS 2021), pp. 51–57, 2021, doi: 10.25236/ermss.2021.008.
  2. A. A. Asni, I. Minggi, S. Side, F. Arwadi, and U. Mulbar, ‘Mathematical Model of Celebrity Worship Tendency Among K-Pop Fans in South Sulawesi’, ITM Web Conf., vol. 58, pp. 1–8, Jan. 2024, doi: 10.1051/itmconf/20245801004.
  3. L. Chen, G. Chen, S. Ma, and S. Wang, ‘Idol Worship: How Does It Influence Fan Consumers’ Brand Loyalty?’, Frontiers in Psychology, vol. 13, pp. 1–14, Apr. 2022, doi: 10.3389/fpsyg.2022.850670.
  4. I. D. Astuti, ‘Heboh BTS Meal, Army BTS: Kami Cuma Ingin Bungkusnya’, Heboh BTS Meal, Army BTS: Kami Cuma Ingin Bungkusnya. Accessed: Jun. 06, 2024. [Online]. Available: https://www.liputan6.com/showbiz/read/4451374/demam-k-pop-melanda-indonesia-10-tahun-terakhir-ini-ulasan-pengamat
  5. N. S. Triadanti, A. Ramadani, and B. E. Wardoyo, ‘Jadi Gaya Hidup, Benarkah Fans KPop Kaya Raya atau Cuma Modal Kuota?’, Jadi Gaya Hidup, Benarkah Fans KPop Kaya Raya atau Cuma Modal Kuota? Accessed: Jun. 06, 2024. [Online]. Available: https://www.idntimes.com/hype/entertainment/danti/jadi-gaya-hidup-benarkah-fans-kpop-kaya-raya-atau-cuma-modal-kuota
  6. Kotler and K. L. Keller, Marketing Management, 15th ed. UK: Pearson Higher Education, 2016.
  7. D. J. Priansa, Perilaku Konsumen dalam Persaingan Bisnis Kontemporer, 2nd ed. Bandung: Alfabeta, 2017.
  8. J. Maltby, L. Day, L. E. McCutcheon, J. Houran, and D. Ashe, ‘Extreme Celebrity Worship, Fantasy Proneness and Dissociation: Developing The Measurement and Understanding of Celebrity Worship Within a Clinical Personality Context’, ScienceDirect, vol. 40, no. 2, pp. 273–283, 2006, doi: 10.1016/j.paid.2005.07.004.
  9. F. A. S. Wandini and Suharyono, ‘Pеngaruh Cеlеbrity Worship Tеrhadap Sikap Konsumеn dan Dampaknya pada Kеputusan Pеmbеlian (Survеi pada Pеngguna Produk Chatеau Labiottе Winе Lipstick/lip Tint yang Dipеngaruhi Olеh Lirik Lagu ‘Lotto’ Olеh еXo)’, Jurnal Administrasi Bisnis (JAB), vol. 50, no. 2, pp. 203–209, Sep. 2017.
  10. K. Adiesia and L. Sofia, ‘Gambaran Celebrity Worship dan Psychological Well Being Pada Wanita Dewasa Awal Penggemar Korean Pop’, Psikoborneo: Jurnal Ilmiah Psikologi, vol. 9, p. 886, Dec. 2021, doi: 10.30872/psikoborneo.v9i4.6826.
  11. M. Veronica and S. Paramita, ‘Eksploitasi Loyalitas Penggemar Dalam Pembelian Album K-Pop’, J. Koneksi, vol. 2, no. 2, pp. 433–440, May 2019, doi: 10.24912/kn.v2i2.3920.
  12. R. Yadav, J. Paul, and A. Mittal, ‘Impact of Nation Brand Experience On Nation Brand Loyalty, and Positive WOM In A Changing Environment: The Role Of Nation Brand Love’, Emerald Publishing Limited, vol. 40, no. 1, pp. 28–48, Sep. 2021, doi: 10.1108/IMR-05-2021-0173.
  13. A. Ahdiat, ‘Penjualan Es Krim Naik selama Pandemi, Tembus Rp6 Triliun pada 2021’, Penjualan Es Krim Naik selama Pandemi, Tembus Rp6 Triliun pada 2021. Accessed: Jun. 06, 2024. [Online]. Available: https://databoks.katadata.co.id/datapublish/2023/03/30/penjualan-es-krim-naik-selama-pandemi-tembus-rp6-triliun-pada-2021
  14. I. Ayu, ‘Unilever: Penjualan Es Krim Walls Tumbuh 3,7 Persen’, Unilever: Penjualan Es Krim Walls Tumbuh 3,7 Persen. Accessed: Jun. 06, 2024. [Online]. Available: https://ekonomi.bisnis.com/read/20210611/257/1404391/unilever-penjualan-es-krim-walls-tumbuh-37-persen
  15. M. A. Firmansyah, Pemasaran Produk dan Merek (Planning & Strategy), 1st ed. Surabaya: CV. Penerbit Qiara Media, 2019.
  16. A. F. Iswanto and S. Sanaji, ‘Pengaruh Perbedaan Karakteristik Brand Ambassador terhadap Keputusan Pembelian Konsumen Ruangguru’, Jurnal Ilmu Manajemen, vol. 9, no. 1, pp. 380–391, Mar. 2021, doi: 10.26740/jim.v9n1.p380-391.
  17. D. Rahmadani and R. E. Febriansah, ‘The Influence of Content Marketing, Celebrity Endorsement, and e-WOM On Product Purchasing Decisions at Shopee (Study on Students of Muhammadiyah University Sidoarjo): Pengaruh Content Marketing, Celebrity Endorsement, dan e-WOM Terhadap Keputusan Pembelian Produk di Shopee (Studi pada Mahasiswa Universitas Muhammadiyah Sidoarjo)’, Apr. 2024, doi: 10.21070/ups.4461.
  18. Amirullah, Prinsip-Prinsip Manajemen Pemasaran. Sidoarjo: Indomedia Pustaka, 2021.
  19. P. Kotler and G. Armstrong, Principles of Marketing, 7th ed. UK: Pearson Higher Education, 2018.
  20. S. Aisyah et al., Dasar-Dasar Periklanan, 1st ed. Medan: Yayasan Kita Menulis, 2021. Accessed: Jun. 06, 2024. [Online]. Available: https://www.researchgate.net/publication/353452000_Dasar-Dasar_Periklanan
  21. S. M. Rachmah, ‘Pengaruh Iklan Terhadap Keputusan Pembelian Mie Lemonilo’, International Journal of Social and Management Studies (IJOSMAS), vol. 3, no. 4, pp. 82–88, 2022, doi: 10.5555/ijosmas.v3i4.218.
  22. R. P. Lubis and F. Aulia, ‘Pengaruh Celebrity Worship Terhadap Perilaku Konsumtif Pada Remaja K-Popers’, Jurnal Riset Psikologi, vol. 7, no. 1, pp. 1–6, 2024, doi: http://dx.doi.org/10.24036/jrp.v7i1.15539.
  23. D. N. N. Rochmatin and R. Dermawan, ‘Pengaruh Co-Branding, Celebrity Worship, dan Packaging Design terhadap Keputusan Pembelian Shampoo CLEAR TinyTAN’, Jurnal Ilmiah Universitas Batanghari Jambi, vol. 23, no. 3, pp. 3561–3567, 2023, doi: 10.33087/jiubj.v23i3.4062.
  24. F. K. Nisa, B. Wahono, and M. Bastomi, ‘Pengaruh Gaya Hidup Hedonis, Celebrity Worship Dan Korean Wave Terhadap Keputusan Pembelian Album Fisik GOT7 (Studi Kasus Penggemar GOT7 Di Jawa Timur)’, e – Jurnal Riset Manajemen, vol. 12, no. 2, pp. 1910–1919, 2023.
  25. U. N. Shabiriani, ‘The Influence of a Brand Ambassador and Brand Image on BTS Meal Purchase Decision’, ITB Graduate School Conference, vol. 1, no. 1, pp. 1–10, 2022.
  26. Armansyah and U. S. U. Soebiantoro, ‘The Effect of Price Perception, Product Variations, and Brand Ambassador on Purchase Decisions of Aice Products in Gresik Regency’, IJSSERS, vol. 03, no. 09, pp. 1851–1856, Sep. 2023, doi: 10.55677/ijssers/V03I9Y2023-09.
  27. A. N. Rahma, V. Firdaus, and D. K. Sari, ‘Pengaruh Brand Ambassador, Brand Image, dan Harga Terhadap Keputusan Pembelian Pada Konsumen Produk Skincare Scarlett Whitening Di Sidoarjo’, COSTING:Journal of Economic, Business and Accounting, vol. 7, no. 2, pp. 3275–3292, 2024, doi: 10.31539/costing.v7i2.7643.
  28. K. R. Swastika, T. Y. Evelina, and T. Indrianti, ‘The “Blackpink’s” Influence on Oreo Purchases in Indonesia: A Consumptive Behavior Study’, jbmp, vol. 10, no. 1, pp. 42–53, Apr. 2024, doi: 10.21070/jbmp.v10i1.1836.
  29. L. Siskhawati and H. A. Maulana, ‘The Influence of Brand Ambassador and Korean Wave on Purchase Decision for Neo Coffe Products’, Jurnal Ekonomi dan Bisnis (JEB), vol. 24, no. 1, pp. 1–7, Mar. 2021, doi: 10.31941/jebi.v24i1.1359.
  30. N. Jayusman, W. D. Lestari, and Q. Permatasari, ‘Analysis of the Influence of Brand Ambassadors and Promotions on Product Purchasing Decisions at Shopee (On Shopee Application Users in Sukoharjo Regency)’, IJMSIT, vol. 3, no. 1, pp. 101–107, 2023, doi: 10.35870/ijmsit.v3i1.1077.
  31. D. Durianto and C. Liana, ‘Analisis Efektivitas Iklan Televisi Softener Soft & Fresh Di Jakarta dan Sekitarnya dengan Menggunakan Consumer Decision Model (CDM)’, Jurnal Ekonomi Perusahaan, vol. 2, no. 1, pp. 35–55, Mar. 2004.
  32. M. A. Immaculata and L. S. S. Utami, ‘Pengaruh Popularitas Brand Ambassador NCT 127 terhadap Minat Beli Produk Nu Green Tea oleh Konsumen’, Prologia, vol. 5, no. 2, pp. 261–266, 2021, doi: 10.24912/pr.v5i2.10169.
  33. C. Michelle, ‘The Role of Media Advertising and Word of Mouth on The Purchase Decision of Miniso Products in Palembang City’, International Conference on Economics, Business, and Managemnet Research (ICEBMR), vol. 2, 2023, [Online]. Available: https://e-conf.usd.ac.id/index.php/icebmr/
  34. R. Nofriyanto, R. Rahmidani, and E. Cerya, ‘Pengaruh Iklan Televisi Dan Desain Kemasan Terhadap Keputusan Pembelian Sabun Pembersih Wajah Biore pada Mahasiswa Universitas Negeri Padang’, JMPE, vol. 1, no. 4, pp. 905–914, Mar. 2019, doi: 10.24036/jmpe.v1i4.5670.
  35. I. F. C and A. G. Agu, ‘Impact of Television Advertisement on Undergraduate Students’ Purchase Decision on Indomie Noodles’, JEMS, p. p27, Dec. 2018, doi: 10.30560/jems.v1n3p27.
  36. N. L. Khusnaeni, E. Yulianto, and Sunarti, ‘Pengaruh Iklan Terhadap Sikap Konsumen Serta Dampaknya Pada Keputusan Pembelian (Survei pada Mahasiswa S1 Universitas Brawijaya Malang Pengguna Kartu Seluler Telkomsel 4G LTE yang Pernah Melihat Iklan Telkomsel 4G LTE Versi “Nixia Gamer”)’, Jurnal Administrasi Bisnis (JAB), vol. 47, no. 2, pp. 49–56, 2017.
  37. C. Müller-Bloch and J. Kranz, ‘A Framework for Rigorously Identifying Research Gaps in Qualitative Literature Reviews’, Thirty Sixth International Conference on Information Systems, Fort Worth, pp. 1–19, 2015.
  38. Sudirman et al., Metodelogi Penelitian 1. Bandung: CV Media Sains Indonesia, 2023.
  39. A. Ferdinand, Metode Penelitian Manajemen: Pedoman Penelitian Untuk Penulisan Skripsi, Tesis, dan Disertasi Ilmu Manajemen, 5th ed. Semarang: Badan Penerbit Universitas Diponegoro, 2020. Accessed: Jun. 06, 2024. [Online]. Available: https://digilib.ub.ac.id/opac/detail-opac?id=74137
  40. N. P. Astuti and R. Bakri, ‘Pelatihan Pengolahan Data Menggunakan Aplikasi Smart-PLS 3 Secara Online di Masa Pandemik Covid 19’, CARADDE: Jurnal Pengabdian Kepada Masyarakat, vol. 4, no. 1, 2021, doi: 10.31960/caradde.v4i1.1134.
  41. A. Muhson, Analisis Statistik dengan SmartPLS: Path Analysis, Confirmatory Factor Analysis, & Equation Modeling. Yogyakarta: Program Pascasarjana Universitas Negeri Yogyakarta, 2022.
  42. L. G. Schiffman and L. L. Kanuk, Perilaku Konsumen, 7th ed. USA: Pearson Prentice Hall, 2000.
  43. J. Maltby, D. C. Giles, L. Barber, and L. E. McCutcheon, ‘Intense-Personal Celebrity Worship and Body Image: Evidence of a Link Among Female Adolescents’, Br J Health Psychol, vol. 10, no. Pt 1, pp. 17–32, Feb. 2005, doi: 10.1348/135910704X15257.
  44. G. Lea-Greenwood, Fashion Marketing Communications, 1st ed. John Willey & Sons, 2012. [Online]. Available: https://books.google.co.id/books?id=Ao8vvankpQcC
  45. P. Kotler and K. L. Keller, Marketing Management. Prentice Hall, 2012.
  46. N. W. R. S. Ayu and D. P. Astiti, ‘Gambaran Celebrity Worship Pada Penggemar K-Pop’, Psikobuletin: Buletin Ilmiah Psikologi, vol. 1, no. 3, pp. 203–210, Sep. 2020, doi: 10.24014/pib.v1i3.9858.
  47. R. Muttaqin and Mahrinasari, ‘Pengaruh Kim Soo Hyun Sebagai Brand Ambassador dan Brand Image terhadap Keputusan Pembelian Produk Skincare COSRX | Syntax Literate ; Jurnal Ilmiah Indonesia’, Jurnal Syntax Literate, vol. 7, no. Vol. 7 No. 9 (2022): Syntax Literate: Jurnal Ilmiah Indonesia, pp. 14413–14440, 2022, doi: https://doi.org/10.36418/syntax-literate.v7i9.9554.
  48. J. H. J. Min, H. J. J. Chang, T.-M. C. Jai, and M. Ziegler, ‘The Effects of Cebrity-Brand Congruence and Publicity on Consumer Attitudes and Buying Behavior’, Fashion and Textiles, International Journal of Interdisciplinary Research, vol. 6, no. 10, 2019, doi: doi.org/10.1186/s40691-018-0159-8.
  49. D. N. Audri, S. Supardi, D. K. Sari, and R. E. Febriansah, ‘Dukungan Selebriti Gagal Mempengaruhi Keputusan Pembelian di Korea Selatan’, jbhi, vol. 1, no. 4, pp. 1–15, May 2024, doi: 10.47134/jbhi.v1i4.258.
  50. A. A. Fuadi, G. F. Yulius, and C. H. Pangaribuan, ‘Relationships Between Korean Brand Ambassador, Price, and Product Quality To Consumer Purchase Decision On Local Skincare Product’, MS, vol. 3, no. 1, p. 16, Jun. 2023, doi: 10.19166/ms.v3i1.6342.