Pengaruh BTS sebagai Brand Ambassador Terhadap Brand Image dan Minat Beli Konsumen Tokopedia di Indonesia

Abstract

Mewabahnya virus corona menyebabkan terjadinya perubahan yang cukup signifikan, salah satunya kegiatan belanja. Mengawali tahun 2021, Tokopedia menggandeng boysgroup Korea, Bangtan Sonyeondan (BTS) sebagai brand ambassadornya. Tokopedia merupakan perusahaan e-commerce yang terus melakukan pengembangan strategi marketing untuk mendongkrak loyalitas dan minat beli konsumennya. Tujuan dilakukan penelitian ini ialah untuk mengidentifikasi karakteristik konsumen pengguna platform Tokopedia, menganalisis pengaruh brand ambassador terhadap brand image, menganalisis pengaruh brand ambassador terhadap minat beli konsumen, serta menganalisis pengaruh brand image terhadap minat beli konsumen. Metode analisis data yang digunakan adalah analisis deskriptif dan analisis SEM-PLS. Hasil penelitian menunjukkan bahwa terdapat pengaruh antara variabel brand ambassador terhadap brand image serta variabel brand image terhadap minat beli konsumen, sedangkan antara variabel brand ambassador terhadap minat beli konsumen tidak memiliki pengaruh.

The outbreak of the corona virus has caused significant changes, one of which is shopping activities. Starting 2021, Tokopedia collaborates with the Korean boy group, BTS as its brand ambassador. Tokopedia is an e-commerce company that continues to develop marketing strategies to boost consumer loyalty and buying interest. The purpose of this research is to identify consumer characteristics of users of the Tokopedia platform, analyze the influence of brand ambassadors on brand image, analyze the influence of brand ambassadors on consumer purchase intention, and analyze the influence of brand image on consumer purchase intention. The data analysis method used is descriptive analysis and SEM-PLS analysis. The results showed that there was an influence between brand ambassador variables on brand image and brand image variables on consumer purchase intention, while between brand ambassador variables on consumer purchase intention had no effect.