THE IMPACT OF BLACKPINK AS BRAND AMBASSADOR TOWARDS E-COMMERCE TOKOPEDIA CUSTOMER’S PURCHASE INTENTION

• Main Author: Ameira Azalea, Clarissa
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/77483
• Institution: Institut Teknologi Bandung

Digitalization that appears in various industrial fields has also changed the way of human life in carrying out various activities, especially when it comes to shopping. Nowadays, people can shop anywhere and anytime they like by only using the internet. Recently, there are so many e-commerce companies in Indonesia. One of the most known E-Commerce is Tokopedia. Tokopedia is a renowned e-commerce business that holds a leading position in Indonesia. Thus, there has been a lot of competition on the market, since users can now choose between different e-commerce sites. Therefore, in order to sustain its standing as a major e-commerce enterprise in Indonesia, Tokopedia employs a highly efficacious marketing strategy, that is the utilization of brand ambassadors. The objective of this research was to study the impact of Tokopedia's brand ambassador approach and brand image on customers' purchase intentions. The study employed a quantitative methodology, whereby the research participants were chosen through purposive sampling. The survey gathered responses from 219 Indonesian K-Pop enthusiasts who are Tokopedia active users. Blackpink as brand ambassador was known to have a significant and positive influence on Tokopedia's brand image. Likewise, the Tokopedia brand image also has a significant and positive influence on purchase intention. However, the Blackpink’s roles as e- commerce Tokopedia brand ambassadors were discovered to not have a positive impact on but insignificant effect on Tokopedia customers' purchase intentions.