Blackpink as Shopee’s brand ambassador: Does it influence brand image and purchase intention?

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Published: Sep 21, 2022
DOI: https://doi.org/10.46806/jep.v29i2.885
Keywords:
Brand ambassador, brand image, purchase intention

Main Article Content

Natalia Rebecca
Management Department, Kwik Kian Gie School of Business and Information Technology, Jakarta, Indonesia
Fellysia
Management Department, Kwik Kian Gie School of Business and Information Technology, Jakarta, Indonesia
Friesca Gracia Cung
Communication Department, Kwik Kian Gie School of Business and Information Technology, Jakarta, Indonesia
Clara Audina
Management Department, Kwik Kian Gie School of Business and Information Technology, Jakarta, Indonesia
Imam Nuraryo
Communication Department, Kwik Kian Gie School of Business and Information Technology, Jakarta, Indonesia

Abstract

K-pop has become a global phenomenon recently. Many companies use them as part of marketing strategies. Shopee uses Blackpink as a brand ambassador. This study aims to identify whether there are effects of Blackpink on Shopee's brand image and customers' purchase intention. Therefore, the researchers judgmentally recruited 120 Blackpink fans as the sample. Using Structural Equation Modelling (SEM) with LISREL version 8.80 for data analysis, the researchers found that the power of the brand ambassador positively and significantly affected the brand image and purchase intention. However, in this research, the researchers have not considered the moderation of fan engagement. Future research is suggested to verify this notion.


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How to Cite
Rebecca, N., Fellysia, Cung, F. G., Audina, C., & Nuraryo, I. (2022). Blackpink as Shopee’s brand ambassador: Does it influence brand image and purchase intention? . Jurnal Ekonomi Perusahaan, 29(2), 1–14. https://doi.org/10.46806/jep.v29i2.885
Issue
Vol. 29 No. 2 (2022): September 2022
Section
Research Articles

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