Intention To Advertise Products By Using South Korean Celebrities To Encourage Purchase Intention
DOI:
https://doi.org/10.21009/ISC-BEAM.013.160Keywords:
use of South Korean celebrities; product advertisements; consumer purchase interestAbstract
In the current digital era, product marketing strategies have evolved. The use of South Korean celebrities in product advertisements has proven effective in influencing public purchase interest. This study aims to explore the impact of using South Korean celebrities in product advertisements on consumer purchase interest in Indonesia and its effect on product sales. This concept is based on the widespread global popularity of South Korean celebrities, especially in the entertainment industry such as K-Pop, which has a significant influence on their fans. A quantitative method was used in data collection for this research, by distributing questionnaires to 100 respondents in the Jakarta area and its surroundings, an area significantly influenced by product promotions featuring South Korean celebrities as model stars, particularly in the food and beauty product categories. The data analysis technique employed is simple linear regression analysis, using SPSS software to identify the cause-and-effect relationship between the variable of using South Korean celebrities in product promotions and consumer purchasing behavior. The results of this study can provide a deeper understanding of South Korean celebrities in influencing purchase interest and recommend the effectiveness of their use as brand ambassadors. With a better understanding of the influence of South Korean celebrities in product marketing, companies can significantly enhance brand exposure and product sales.
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