The Effectiveness of Using K-Pop Brand Ambassadors in Increasing Interest in Buying Beauty Products and K-Pop Merchandise at Tokopedia

Abstract

Korean Pop (K-Pop) is a trend that is in great demand by the public, especially young people.The trend is followed by the rise of industries that use attributes identical to korea, such as KPop. in line with the emergence of this phenomenon, Tokopedia as one of the marketplace inIndonesia also uses attributes identical to korea. Tokopedia then made the artist or group inthe K-Pop world a Brand Ambassador (BA). Based on that, this study was conducted with the aim to examine the effectiveness and how the influence of the use of K-Pop BA in increasinginterest in buying products in various beauty stores and K-Pop merchandise stores onTokopedia E-Commerce. This research method is quantitative with survey approach. The sample of this study were 100 respondents who came from K-Pop fans in South TangerangCity with a sampling technique in the form of probability sampling manifold simple randomsampling. Data collection method this study used was survey techniques by distributingquestionnaires to respondents. The analysis techniques used were mean value analysis andstructural equation model (SEM). This study result shows that the use of K-Pop BA iseffective and has a great influence in increasing interest in buying products in various beautystores and K-Pop merchandise stores on Tokopedia E-Commerce with an effectiveness valueof 4.01 from the highest value range of 5 and the amount of influence of 46.1%.