Roles of K-pop Idols as Brand Ambassadors for Gen Z’s Buying Behavior in Indonesia’s E-Commerce

Abstract

This study aims to analyze whether K-pop idols becoming a trend among generation Z also affect the brand image and customers' buying behavior when they become marketplace brand ambassadors. This study used a quantitative approach. Data were analyzed using path analysis and hypothesis testing processing methods using Partial Least Squares (PLS) with Smart PLS with a sample of a hundred Gen Z respondents. The results show a relationship between brand ambassadors, brand image, brand awareness, and buying behavior. E-commerce that uses famous K-Pop idol brand ambassadors, currently the favorite celebrity of Gen Z, as a form of advertising does not only affect brand image and awareness but also buying behavior.