Publisher

UNDIPUNDIP

Journal Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science)Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Abstract

This research examines the impact of Korean brand ambassadors on consumer purchasing decisions on Tokopedia using the Systematic Literature Review (SLR) method following the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) guidelines. Literature analysis from 2019 to 2024 shows that Korean brand ambassadors have a significant influence on consumer purchasing decisions, especially among the younger generation. Brand ambassadors not only increase purchasing interest, but also strengthen brand image, which ultimately increases consumer loyalty. This study also found that the effectiveness of brand ambassadors is influenced by other factors such as marketing strategies on social media, competitive product prices, and positive reviews from consumers. In addition, the integration of brand ambassadors with other marketing elements such as creative and relevant advertising content strengthens the emotional connection between consumers and brands. The results of this research emphasize the importance of synergy between the use of brand ambassadors and other marketing strategies in driving purchasing decisions on e-commerce platforms such as Tokopedia.

Conclusion

The study concludes that the use of Korean brand ambassadors significantly impacts purchasing decisions on Tokopedia, particularly among young consumers influenced by Korean popular culture.Brand ambassadors effectively increase brand awareness and build a positive brand image, motivating consumers to make purchases.However, the impact varies based on individual preferences and factors like price and product quality.Integrating brand ambassadors with other marketing strategies, such as viral marketing, is crucial for maximizing effectiveness.

Future Research

Future research should explore the specific characteristics of Korean brand ambassadors that resonate most with Indonesian consumers, moving beyond simply identifying popularity to understanding the underlying psychological factors driving their influence. Furthermore, studies could investigate the optimal balance between leveraging the emotional appeal of Korean brand ambassadors and emphasizing rational product attributes like price and quality to cater to diverse consumer segments. Finally, research is needed to examine the long-term effects of using Korean brand ambassadors on brand loyalty and the potential for diminishing returns as consumers become desensitized to this marketing tactic, including a comparative analysis with other cultural ambassadors. These investigations will provide valuable insights for companies aiming to refine their marketing strategies and maximize the impact of brand ambassador campaigns on the Tokopedia platform, contributing to a more nuanced understanding of consumer behavior in the Indonesian e-commerce landscape.

References

1. SLR Systematic Literature Review: Metode Penilaian Kinerja Karyawan Menggunakan Human Performance Technology... journal.isas.or.id/index.php/JACOST/article/view/511SLR Systematic Literature Review Metode Penilaian Kinerja Karyawan Menggunakan Human Performance Technology journal isas index php JACOST article view 511
2. Pengaruh Brand Ambassador Boygoup Bangtan Sonyeodan Dan Minat Beli terhadap Keputusan Pembelian Menggunakan... doi.org/10.33087/jmas.v8i1.825Pengaruh Brand Ambassador Boygoup Bangtan Sonyeodan Dan Minat Beli terhadap Keputusan Pembelian Menggunakan doi 10 33087 jmas v8i1 825

Metadata

File size	391.67 KB
Pages	17
DMCA	Report