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Abstract
The dissemination of information through today's technology can spread culture and information globally. One of them is Korean culture, also known as Hallyu or Korean Wave. This phenomenon has also become a trend in marketing strategies by using South Korean K-pop idols as brand ambassadors. One of them is Dream NCT (Neo Culture Technology), which is currently developing to attract customers. This study will analyze how K-pop can make a significant contribution to branding among Generation Z. This study attempts to examine the phenomenon of consumer purchasing mediated by brand image. The sample size for this study was 100 Generation Z individuals. Data collection was conducted by distributing questionnaires using Google Forms. The data analysis technique used the SEM-PLS method. This study shows that Brand Ambassador, Quality Perception, and Digital Marketing have a positive and significant effect on Brand Image. This study also found that Brand Image has a positive and significant effect on Purchase Decision. Brand Ambassador, Quality Perception, and Digital Marketing have a positive and significant effect on Purchase Decision through Brand Image.
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References
- Dewi, LKC, Widagdo, S., Martini, LKB, & Suardana, IBR (2022). The Influence of Digital Marketing and Customer Relationship Marketing on Tourist Decisions with Brand Image as a Mediating Variable. EKUITAS (Journal of Economics and Finance), 6(2), 243–270. https://doi.org/10.24034/j25485024.y2022.v6.i2.5205
- Fitrianna, H., & Aurinawati, D. (2020). The Influence of Digital Marketing on Increasing Brand Awareness and Brand Image on Purchasing Decisions of Monggo Chocolate Products in Yogyakarta. INOBIS: Indonesian Journal of Business Innovation and Management, 3(3), 409–418. https://doi.org/10.31842/jurnalinobis.v3i3.147
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- Hair, J., & Alamer, A. (2022). Partial Least Squares Structural Equation Modeling (PLS-SEM) in second language and education research: Guidelines using an applied example. Research Methods in Applied Linguistics, 1(3). https://doi.org/10.1016/j.rmal.2022.100027
- Handayani, F., Bawono, A., & Viktor, V. (2020). The Influence of Product Quality on the Brand Image of Breadtalk Bread Products in Jakarta. Journal of Community Service and Entrepreneurship, 4(1), 26–36.
- Hartanto, P., & Mariana, F. (2024). Analysis of the Influence of Brand Ambassadors on Brand Image. 5(3).
- Indah Apriliani, Lania Muharsih, NR (2021). Fanaticism and Consumptive Behavior in the K-Pop Fan Community in Karawang. Empowerment Journal of Psychology Students, Buana Perjuangan University, Karawang, 1(1), 75–84.
- Irzani, NFA, Masruroh, A., & Roikhan, MR (2022). The Effectiveness of NCT Dream as Brand Ambassadors for Somethinc Products in Increasing Consumer Trust. JKOMDIS: Journal of Communication Science and Social Media, 2(2), 254–259. https://doi.org/10.47233/jkomdis.v2i3.367
- Kante, M., & Michel, B. (2023). Use of partial least squares structural equation modeling (PLS-SEM) in privacy and disclosure research on social network sites: A systematic review. In Computers in Human Behavior Reports (Vol. 10). Elsevier B.V. https://doi.org/10.1016/j.chbr.2023.100291
- Méndez-Suárez, M. (2021). Marketing mix modeling using PLS-SEM, bootstrapping the model coefficients. Mathematics, 9(15). https://doi.org/10.3390/math9151832
- Onsardi, O., Ekowati, S., Yulinda, AT, & Megawati, M. (2022). The Impact of Digital Marketing, Brand Image, and Relationship Marketing on Consumer Purchasing Decisions of Lina Ms Glow in Bengkulu City. Creative Research Management Journal, 5(2), 10. https://doi.org/10.32663/crmj.v5i2.3096
- Putu Gede Subhaktiyasa. (2024). PLS-SEM for Multivariate Analysis: A Practical Guide to Educational Research using SmartPLS. EduLine: Journal of Education and Learning Innovation, 4(3), 353–365. https://doi.org/10.35877/454ri.eduline2861
- Richter, N. F., & Tudoran, A. A. (2024). Elevating theoretical insight and predictive accuracy in business research: Combining PLS-SEM and selected machine learning algorithms. Journal of Business Research, 173. https://doi.org/10.1016/j.jbusres.2023.114453
- Sagia, A., & Situmorang, SH (2018). The Influence of Brand Ambassador, Brand Personality, and the Korean Wave on Purchasing Decisions of Nature Republic Aloe Vera Products. Indonesian Journal of Management and Business, 5(2), 286–298. https://doi.org/10.31843/jmbi.v5i2.168
References
Dewi, LKC, Widagdo, S., Martini, LKB, & Suardana, IBR (2022). The Influence of Digital Marketing and Customer Relationship Marketing on Tourist Decisions with Brand Image as a Mediating Variable. EKUITAS (Journal of Economics and Finance), 6(2), 243–270. https://doi.org/10.24034/j25485024.y2022.v6.i2.5205
Fitrianna, H., & Aurinawati, D. (2020). The Influence of Digital Marketing on Increasing Brand Awareness and Brand Image on Purchasing Decisions of Monggo Chocolate Products in Yogyakarta. INOBIS: Indonesian Journal of Business Innovation and Management, 3(3), 409–418. https://doi.org/10.31842/jurnalinobis.v3i3.147
Gudergan, S.P., Moisescu, O.I., Radomir, L., Ringle, C.M., & Sarstedt, M. (2025). Special issue editorial: Advanced partial least squares structural equation modeling (PLS-SEM) applications in business research. Journal of Business Research, 188. https://doi.org/10.1016/j.jbusres.2024.115087
Hair, J., & Alamer, A. (2022). Partial Least Squares Structural Equation Modeling (PLS-SEM) in second language and education research: Guidelines using an applied example. Research Methods in Applied Linguistics, 1(3). https://doi.org/10.1016/j.rmal.2022.100027
Handayani, F., Bawono, A., & Viktor, V. (2020). The Influence of Product Quality on the Brand Image of Breadtalk Bread Products in Jakarta. Journal of Community Service and Entrepreneurship, 4(1), 26–36.
Hartanto, P., & Mariana, F. (2024). Analysis of the Influence of Brand Ambassadors on Brand Image. 5(3).
Indah Apriliani, Lania Muharsih, NR (2021). Fanaticism and Consumptive Behavior in the K-Pop Fan Community in Karawang. Empowerment Journal of Psychology Students, Buana Perjuangan University, Karawang, 1(1), 75–84.
Irzani, NFA, Masruroh, A., & Roikhan, MR (2022). The Effectiveness of NCT Dream as Brand Ambassadors for Somethinc Products in Increasing Consumer Trust. JKOMDIS: Journal of Communication Science and Social Media, 2(2), 254–259. https://doi.org/10.47233/jkomdis.v2i3.367
Kante, M., & Michel, B. (2023). Use of partial least squares structural equation modeling (PLS-SEM) in privacy and disclosure research on social network sites: A systematic review. In Computers in Human Behavior Reports (Vol. 10). Elsevier B.V. https://doi.org/10.1016/j.chbr.2023.100291
Méndez-Suárez, M. (2021). Marketing mix modeling using PLS-SEM, bootstrapping the model coefficients. Mathematics, 9(15). https://doi.org/10.3390/math9151832
Onsardi, O., Ekowati, S., Yulinda, AT, & Megawati, M. (2022). The Impact of Digital Marketing, Brand Image, and Relationship Marketing on Consumer Purchasing Decisions of Lina Ms Glow in Bengkulu City. Creative Research Management Journal, 5(2), 10. https://doi.org/10.32663/crmj.v5i2.3096
Putu Gede Subhaktiyasa. (2024). PLS-SEM for Multivariate Analysis: A Practical Guide to Educational Research using SmartPLS. EduLine: Journal of Education and Learning Innovation, 4(3), 353–365. https://doi.org/10.35877/454ri.eduline2861
Richter, N. F., & Tudoran, A. A. (2024). Elevating theoretical insight and predictive accuracy in business research: Combining PLS-SEM and selected machine learning algorithms. Journal of Business Research, 173. https://doi.org/10.1016/j.jbusres.2023.114453
Sagia, A., & Situmorang, SH (2018). The Influence of Brand Ambassador, Brand Personality, and the Korean Wave on Purchasing Decisions of Nature Republic Aloe Vera Products. Indonesian Journal of Management and Business, 5(2), 286–298. https://doi.org/10.31843/jmbi.v5i2.168