Glamour & Faith: How Korean Idol Brand Ambassador and Religiosity influence Luxury Goods Purchase Intentions?
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ABSTRACT
This research aims to investigate the purchase intention of Muslim Kpop fans towards luxury products promoted by Kpop idols as brand ambassadors. The study employs a quantitative method with the SEM-PLS approach to analyze the data and test the proposed hypotheses. It involves 117 respondents selected through purposive sampling criteria of being Muslim Kpop fans in East Java. The research data consists of primary data obtained from questionnaires using a modified Likert 4-point format. The findings indicate that Kpop brand ambassadors significantly impact the attitudes of Muslim consumers and their intention to purchase luxury goods. While religious knowledge level weakens but not significantly, and price sensitivity does not weaken the intention of Muslim consumers to purchase luxury goods. The implications of this research expand the understanding of the dynamics of behavior among Muslim Kpop consumers regarding luxury products promoted by Kpop idols as brand ambassadors. Despite Islamic prohibitions on extravagance (tabdzir) and excessive behavior (israf) not directly reducing the purchase intention of Muslim Kpop consumers for luxury goods, it demonstrates the complexity of factors influencing their purchase decisions. Marketers can also utilize the findings of this research in planning marketing strategies, especially targeting millennial and Gen Z consumers.
Keywords: luxury brand, Kpop, purchase intention, religiosity
ABSTRAK
Penelitian ini bertujuan untuk mengetahui niat para penggemar kpop Muslim dalam membeli produk mewah yang dipromosikan oleh idol Kpop sebagai brand ambassador. Penelitian menggunakan metode kuantitatif dengan pendekatan SEM-PLS untuk menganalisis data dan menguji hipotesis yang diajukan. Penelitian ini melibatkan 117 responden serta menggunakan purposive sampling yang memiliki kriteria yaitu seorang kpopers Muslim di Jawa Timur. Data penelitian berupa data primer yang didapatkan dari hasil kuesioner dengan menggunakan format likert yang dimodifikasi menjadi Likert 4 poin. Hasil penelitian menunjukkan bahwa Kpop brand ambassador memiliki dampak positif signifikan terhadap sikap konsumen Muslim dan niat untuk membeli barang mewah. Tingkat pengetahuan agama melemahkan namun tidak signifikan, dan sensitivitas terhadap harga tidak melemahkan niat konsumen Muslim untuk membeli barang mewah. Implikasi penelitian ini adalah memperluas pemahaman tentang dinamika perilaku konsumen kpop Muslim terkait dengan produk mewah yang dipromosikan oleh idol Kpop sebagai brand ambassador. Meskipun larangan Islam terhadap pemborosan (tabdzir) dan perilaku berlebihan (israf) tidak secara langsung mengurangi niat konsumen Kpop Muslim untuk membeli barang mewah, hal ini menunjukkan kompleksitas faktor-faktor yang memengaruhi keputusan pembelian mereka. Para pemasar juga dapat menggunakan hasil penelitian ini dalam merencanakan strategi pemasaran, terutama untuk menargetkan generasi milenial dan z sebagai konsumen mereka.
Kata Kunci: luxury brand, Kpop, niat membeli, religiusitas
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