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The Influence of BLACKPINK as A Brand Ambassador to The Purchase Intention at Shopee
Corresponding Author(s) : Dimas Bagus Wiranatakusuma
Proceedings Universitas Muhammadiyah Yogyakarta Undergraduate Conference,
Vol. 3 No. 1 (2023): Crafting Innovation for Global Benefit
Abstract
The research was taken under the title The Influence of BLACKPINK as a Brand Ambassador to Purchase Intentions at Shopee because researcher sees Shopee as an e-commerce that usually uses brand ambassadors to attract the consumer’s interest. One of their brand ambassadors is BLACKPINK. BLACKPINK is a Korean girl group that famous since their debut in 2016 by the power and the stronger on their character. Because of this Shopee sees opportunities from the spread of Korean pop or K-pop culture in all walks of life. So, the purpose of this study is to find out how much the influence of brand ambassadors have on increased buying interest in Shopee. the research used qualitative approach by having an interview with 4 interviewees and 4 previous research papers to find out the reasons and effects they felt during BLACKPINK becoming Shopee's brand ambassador. The research found that previous success during BLACKPINK's time as a brand ambassador was due to the event and supported there was a free shipping voucher given by Shopee to attract purchases.
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- Andini1, R., Trianasari, N., Si, S., & Stat, M. 2. (n.d.). The effect of brand ambassador and brand image on purchase decisioen process of ecommerce tokopedia (case study on boy group bts and girld group blackpink as brand ambassador).
- Alexander, W, 2009. PENGARUH BLACKPINK SEBAGAI BRAND AMBASSADOR SAMSUNG TERHADAP MINAT BELI PELANGGAN.
- Bhara, M Angela. Qorib F. (2019). Pengaruh “Shopee Blackpink sebagai “Brand Ambassador”terhadap Minat Belanja Online Mahasiswa. Jurnal Ilmu Sosial dan Ilmu Politik (JISIP). Vol. 8. No 4
- Gultom, S. B., Sari, D., S1, P., Bisinis, A., Komunikasi, F., & Bisnis, D. (2019). THE INFLUENCE OF BLACKPINK AS BRAND AMBASSADOR TOWARD BRAND IMAGE AT E-COMMERCE PLATFROM SHOPEE. Agustus, 6(2), 4047.
- Kertamukti, R (2015). Strategi Kreatif dalam Periklanan: Konsep Pesan, Media, Branding, Anggaran. Jakarta: PT RajaGrafindo Persada.
- Nurazhari, L., & Putri, Y. R. (n.d.). PENGARUH BRAND AMBASSADOR BLACKPINK TERHADAP BRAND IMAGE TOKOPEDIA PERIODE 2021.
- Kotler P and K. L. Keller, “Marketing Management,” 13th Edition, Pearson Prentice Hall, Upper Saddle River, 2009.
- Rassanjani, S. (2018). Ending Poverty: Factors That Might Influence the Achievement of Sustainable Development Goals (SDGs) in Indonesia. Journal of Public Administration and Governance, 8(3), 114. https://doi.org/10.5296/jpag.v8i3.13504
- Sachari, Agus (2003). Pengantar Metode Penelitian. Bandung: Erlangga.
- Syahida, A. R. (2019). PENGARUH IKLAN “SHOPEE BLACKPINK SEBAGAI BRAND AMBASSADOR” TERHADAP MINAT BELANJA ONLINE MAHASISWA. 8(4), 288. www.publikasi.unitri.ac.id
References
Andini1, R., Trianasari, N., Si, S., & Stat, M. 2. (n.d.). The effect of brand ambassador and brand image on purchase decisioen process of ecommerce tokopedia (case study on boy group bts and girld group blackpink as brand ambassador).
Alexander, W, 2009. PENGARUH BLACKPINK SEBAGAI BRAND AMBASSADOR SAMSUNG TERHADAP MINAT BELI PELANGGAN.
Bhara, M Angela. Qorib F. (2019). Pengaruh “Shopee Blackpink sebagai “Brand Ambassador”terhadap Minat Belanja Online Mahasiswa. Jurnal Ilmu Sosial dan Ilmu Politik (JISIP). Vol. 8. No 4
Gultom, S. B., Sari, D., S1, P., Bisinis, A., Komunikasi, F., & Bisnis, D. (2019). THE INFLUENCE OF BLACKPINK AS BRAND AMBASSADOR TOWARD BRAND IMAGE AT E-COMMERCE PLATFROM SHOPEE. Agustus, 6(2), 4047.
Kertamukti, R (2015). Strategi Kreatif dalam Periklanan: Konsep Pesan, Media, Branding, Anggaran. Jakarta: PT RajaGrafindo Persada.
Nurazhari, L., & Putri, Y. R. (n.d.). PENGARUH BRAND AMBASSADOR BLACKPINK TERHADAP BRAND IMAGE TOKOPEDIA PERIODE 2021.
Kotler P and K. L. Keller, “Marketing Management,” 13th Edition, Pearson Prentice Hall, Upper Saddle River, 2009.
Rassanjani, S. (2018). Ending Poverty: Factors That Might Influence the Achievement of Sustainable Development Goals (SDGs) in Indonesia. Journal of Public Administration and Governance, 8(3), 114. https://doi.org/10.5296/jpag.v8i3.13504
Sachari, Agus (2003). Pengantar Metode Penelitian. Bandung: Erlangga.
Syahida, A. R. (2019). PENGARUH IKLAN “SHOPEE BLACKPINK SEBAGAI BRAND AMBASSADOR” TERHADAP MINAT BELANJA ONLINE MAHASISWA. 8(4), 288. www.publikasi.unitri.ac.id