HOW BRAND AMBASSADOR INFLUENCE THE BRAND IMAGE AND CUSTOMER PURCHASING DECISION: A STUDY OF BTS AND THEIR FEMALE FANS TOWARDS TOKOPEDIA IN JAKARTA

• Main Author: Setiawan, Hana
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/61046
• Institution: Institut Teknologi Bandung

Nowadays, Indonesia has been experiencing a rapid economic growth in the technological industry, mainly under the support of E-commerce. The growth of E-commerce in Indonesia is expected to be among the fleetest compared to the other developing countries. Within the competitions of multiple companies in Indonesia, Tokopedia as the biggest domestic E- commerce is on the verge of competing in a world stage with them closing in to their decacorn title. As only the Singaporean e-commerce, Shopee, being their main competition in Indonesia, Tokopedia is to pursue an ameliorate marketing strategy, in which they decided to join hands with BTS, the South Korean boy group who have been a major world sensation. With BTS acting as Tokopedia’s brand ambassador, they have set the highest standards in terms of marketing strategy for E-commerce in Indonesia and have a higher chance to increase their market share as BTS have the same target market as Shopee which involve female audience, the opposite of Tokopedia with a higher male percentage as well as older demographic. Therefore, the purpose of this dissertation is to uncover the impact that BTS brings towards Tokopedia in terms of their influence towards the company’s brand image and customer purchasing decision with the specific study case of their female fans living in Jakarta. In order to find the answer to this research, literature review of the significant factors such are brand ambassador, brand image, and customer purchasing decision are studied and their elements are taken into considerations in building the quantitative data collection method, which is the online questionnaire. The dissertation resulted in proving that BTS has a strong influence towards both variables, such as elevating the existing brand image in a positive manner, as well as improving the reputation of Tokopedia. However, this is to be noted that the scope of this research only applied to their female fans with a specific demographic.