The “Blackpink's” Influence on Oreo Purchases in Indonesia: A Consumptive Behavior Study Pengaruh "Blackpink" terhadap Pembelian Oreo di Indonesia: Sebuah Studi Perilaku Konsumtif

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Published: Apr 6, 2024
DOI: https://doi.org/10.21070/jbmp.v10i1.1836
Keywords:
Brand Ambassador, Consumptive Behavior, Marketing Strategies, Purchasing Decisions, Social Media

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Karin Regita Swastika
Politeknik Negeri Malang
Tri Yulistyawati Evelina
Politeknik Negeri Malang
Titien Indrianti
Politeknik Negeri Malang

Abstract

This quantitative study investigates the influence of consumptive behavior and brand ambassadorship, specifically focusing on the case of Blackpink, on purchasing decisions for Oreo products among Indonesian consumers. Utilizing a deductive research approach, data was gathered through a survey employing a questionnaire administered to 100 Oreo consumers who are Blackpink fans, selected through purposive sampling. Statistical analysis, including t-tests and F-tests, was employed to test hypotheses concerning the impact of consumptive behavior and brand ambassadorship on purchasing decisions. Results indicate that both factors significantly affect consumer purchasing decisions, both individually and collectively. The findings suggest avenues for future research to explore additional variables, such as fanatical behavior influenced by idol brand ambassadors, and to compare the effects of various brand ambassadors over time, thereby offering valuable insights for marketing strategies.

Article Details

Issue
Vol 10 No 1 (2024): April
Section
Articles

Copyright (c) 2024 Karin Regita Swastika, Tri Yulistyawati Evelina, Titien Indrianti

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This work is licensed under a Creative Commons Attribution 4.0 International License.

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