The Influence of Korean Wave and Promotion Using Brand Ambassadors on Purchase Decisions for BNI TapCash NCT 127 Edition Products
Keywords:
Purchase Decision, Brand Ambassador, Promotion, Korean WaveAbstract
This study examines the influence of the Korean Wave, promotions, and brand ambassadors on purchasing decisions for the BNI TapCash NCT 127 Edition. A total of 100 respondents participated in this research, with data collected through a questionnaire distributed via Google Forms. The data was then analyzed using SPSS 29.3. The descriptive analysis results indicate that the Korean Wave (X1) is categorized as very good, with a percentage of 86.9%. The promotion variable (X2) falls into the good category, scoring 80.8%. The brand ambassador variable (Z) is also rated very good, achieving 88.6%. Meanwhile, the purchase decision variable (Y) is classified as good, with a percentage of 77.4%. These findings emphasize the strong impact of the Korean Wave phenomenon, promotional efforts, and celebrity endorsements on consumer purchasing behavior. The high percentage for the Korean Wave and brand ambassador variables suggests that cultural influences and brand associations with well-known public figures significantly enhance consumer interest. The slightly lower score for promotions indicates an opportunity for improvement in marketing strategies to further increase engagement. Similarly, the purchase decision percentage highlights the need for businesses to strengthen promotional effectiveness to drive higher conversion rates. This study provides meaningful insights for businesses looking to leverage global cultural trends and celebrity endorsements to enhance brand perception and increase product demand. Companies can optimize their marketing strategies by strengthening promotional activities and ensuring brand ambassadors resonate well with their target consumers. These findings can guide future strategies in maximizing consumer appeal and driving brand loyalty in an increasingly competitive market.
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Anggoro, MA, & Purba, MI (2020). THE IMPACT OF ATTRACTIVENESS OF ADS AND CUSTOMER COMMENTS AGAINST TO PURCHASE DECISION OF CUSTOMER PRODUCTS ON THE USER OF ONLINE SHOP APPLICATIONS IN THE CITY OF MEDAN. 4(November), 274–282.
Devi, AW, & Firmansyah, F. (2024). Green Marketing Strategy, Price, and Brand Equity: Their Influence on Homecare Product Purchase Decisions. Indonesian Journal of Management and Business, 10(01), 86–99.
Djunaedi, HP (2017). Product Advantage, Customer Relationship Marketing, and Service Quality on Customer Satisfaction of Bank Syariah Mandiri in Surabaya. International Review of Management and Marketing, 7(4), 122–130.
Faza, AF (2024). THE EFFECT OF MARKETING STRATEGY AND SERVICE QUALITY ON CUSTOMER LOYALTY THROUGH CUSTOMER SATISFACTION OF PRIMA ADHI SENTOSA SAVINGS AND LOAN COOPERATIVE SURABAYA. SOETOMO BUSINESS REVIEW, 5(4), 254–267.
Fuaddi, H., & Pradana, JA (2024). Descriptive Statistics (1st ed.). Penamuda. https://penamuda.com/product/statistik-deskriptif/
Garson, G. D. (2016). Partial Least Squares. Regression and Structural Equation Models-Statistical Publishing Associates. https://doi.org/1626380392
Ghozali, & Imam. (2011). Structural Equation Modeling Alternative Method With Partial Least Square (PLS) (3rd ed.). Diponegoro University Publishing Agency.
Ginting, YM, Moses, A., Sinaga, R., & Nainggolan, RD (2022). Analysis of the Influence of Digital Marketing, Product Differentiation, Customer Value, Service Quality on Purchase Decision and Repurchase Intention of Millennial Generation At Shopee Online Shop. SEIKO : Journal of Management & Business, 4(3), 134–153. https://doi.org/10.37531/sejaman.v4i3.2527
Laely, N., Djunaedi, Vitasmoro, P., Rosita, D., & Rahmat, A. (2021). THE ANALYSIS OF MARKETING STRATEGIES TO MARKET ORIENTATION TO INCREASE MARKETING PERFORMANCE OF LEATHER CRAFTER SME IN TANGGULANGIN. INTERNATIONAL JOURNAL OF INNOVATIONS IN ENGINEERING RESEARCH AND TECHNOLOGY, 8(1), 14–21.
Laely, N., & Lidiawan, AR (2022). RESEARCH METHODOLOGY (A. Suryadin & K. La Nani (eds.)). Wiyata Bestari Samasta Foundation.
Lee, S., & Kim, Y. J. (2024). Analyzing Factors That Affect Korean B2B Companies' Sustainable Performance. Sustainability (Switzerland), 16(5). https://doi.org/10.3390/su16051719
Li, M., Lowrie, DB, Huang, CY, Lu, XC, Zhu, YC, Wu, XH, Shayiti, M., Tan, QZ, Yang, HL, Chen, SY, Zhao, P., He, SH, Wang, Evaluating patients' perception of service quality at hospitals in nine Chinese cities by use of the ServQual scale. Asian Pacific Journal of Tropical Biomedicine, 5(6), 497–504. https://doi.org/10.1016/j.apjtb.2015.02.003
Lidiawan, AR, Laely, N., Djunaedi, & Dewanti4, SR (2024). Bank Transformation in Indonesia: Strengthening Service Quality, Minimizing Regulation Through Trust Towards Superior Customer Value. Kurdish Studies, 4883, 3984–4001.
Liu, Y., Henseler, J., & Liu, Y. (2022). What makes tourists adopt smart hospitality? An inquiry beyond the technology acceptance model. Digital Business, 2(2), 100042. https://doi.org/10.1016/j.digbus.2022.100042
Nurlaely, Sularso, A., & Panjaitan, H. (2019). Influence of Customer Relationship Management and Product Innovation on Market Orientation, Competitive Advantage in Improving the Marketing Performance of Food Industry Small Businesses in East Java. International Journal of Business and Management Invention, 8(4), 72–79.
Ristanti, A., & Iriani, SS (2020). The Influence of Product Quality and Brand Image on Consumer Purchasing Decisions of Nature Republic in Surabaya. Journal of Management Science, 8(3), 1026. https://doi.org/10.26740/jim.v8n3.p1026-1037
Rukmini, M., Dewandaru, B., Rizka Lidiawan, A., Firdausi, A., & Rahma, J. (2022). The Effect of Return on Asset, Earning Per Share and Inflation on Stock Returns in Companies Listed on the Kompas 100 Index for the 2018-2020 Period. Jurnal Ekuivalensi, 8(1), 189–203. https://doi.org/10.51158/ekuivalensi.v8i1.665
Satriyono, G., Nurlaely, & Samsu, N. (2019). The Analysis of Social Media Marketing toward Buying Interest (Case Study at J.Co Donnuts And Coffee Kediri). Advances in Social Science, Education and Humanities Research, 383, 526–530.
Sugiyono. (2021). Quantitative, Qualitative and R&D Research Methods (28th ed.). Alfabeta.
quantitative, qualitative, and R&D research methods, Alfabeta, cv. ___ (2016).
Themba, OS, Razak, N., & Sjahruddin, H. (2019). Increasing customers' loyalty. The contribution of marketing strategy, service quality and customer satisfaction. Archives of Business Research, 7(2), 1–15. https://doi.org/10.14738/abr.12.6114
Tjiptono, F. (2015). Marketing Management. Gramedia.
Tjiptono, F., & Chandra, G. (2017). Strategic Marketing 3rd edition. ANDI.
Wahid, SH, Kususiyanah, A., Sirait, WY, & Umbar, K. (2023). Qualitative Data Analysis Using Nvivo. Publica Indonesia Utama. https://books.google.co.id/books?id=qdiuEAAAQBAJ
Wahyuni, M. (2020). Descriptive Statistics for Manual Data Processing Research and SPSS version 25. In Angewandte Chemie International Edition, 6(11), 951–952. (Issue Mi).
Widjaja, AW, & Sugiarto. (2022). Strategic orientation's dilemma of batik retailers in Jakarta. Heliyon, 8(6), e09622. https://doi.org/10.1016/j.heliyon.2022.e09622
Wiratmanto. (2014). Factor Analysis and Its Application in Identifying Factors Affecting Consumer Satisfaction on Learning Media Sales, Case Study: Electronic Learning Solution Learning Media (SONIK), Production: PT. Solusi Ajitech Persada Yo. STATE UNIVERSITY OF YOGYAKARTA.
Xu, M., Zhang, Y., Sun, H., Tang, Y., & Li, J. (2024). How digital transformation enhances corporate innovation performance: The mediating role of big data capabilities and organizational agility. Heliyon, 10(14), 1–12. https://doi.org/10.1016/j.heliyon.2024.e34905
Yi, Q., Khan, J., Su, Y., Tong, J., & Zhao, S. (2023). Journal of Retailing and Consumer Services Impulse buying tendencies in live-stream commerce : The role of viewing frequency and anticipated emotions influencing scarcity-induced purchase decisions. 75(July). https://doi.org/10.1016/j.jretconser.2023.103534
Yuantari, C., & Handayani, S. (2017). Textbook of Descriptive & Inferential Statistics. In Dian Nuswantoro University Publishing Agency. https://repository.dinus.ac.id/docs/ajar/buku_biostat_rev_2017_fix.pdf
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