HOW K-POP IDOLS INFLUENCE AS A LUXURY BRAND AMBASSADOR ON CONSUMER BUYING DECISION

• Main Author: Deanova, Keysha
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/80152
• Institution: Institut Teknologi Bandung

In this study, it discusses about how K-Pop Idols as luxury brand ambassadors influence the overall conception on consumer buying decisions, how the K-Pop Idols influencing the brand image of the luxury brand as a whole, and gives recommendation to luxury brand in responding to the pros and cons by utilizing this marketing strategy for further future. The research is conducted using qualitative methods by using thematic analysis to discover the pattern of the currently discussed events that are happening and mentioned repetitively. The main sources of information are gathered from 6 (six) respondents with a qualified background and are conducted through a face-to-face interview with the duration of 20-40 minutes depending on the information availability. According to the study, K-Pop Idols help to give a both way enhancement for the luxury brand image through their credibility and trustworthiness. It also discovered that K-Pop Idols as luxury brand ambassadors is increasing brand awareness with a high impact toward the brand in many case studies. As for the influence of K-Pop Idols Ambassador on consumer buying decision effectiveness are discovered to be depending on the market segment background and the individual personal preference. Overall, this study is discussing the influence K-Pop Idols influence on consumer buying decisions for luxury brands and how it gives an impact on the luxury brand image.