THE INFLUENCE OF BRAND AMBASSADOR, COUNTRY AND PRODUCT IMAGE, AND KOREAN WAVE ON BEHAVIOR WITH ATTITUDE AS A MEDIATING VARIABLE FOR CALVIN KLEIN WITH JUNGKOOK BTS AS BRAND AMBASSADOR IN INDONESIA
Pengaruh Brand Ambassador, Country dan Product Image serta Korean Wave terhadap Behavior dengan Attitude sebagai Variabel Mediasi Pada Calvin Klein dengan Jungkook BTS sebagai Brand Ambassador di Indonesia
Keywords:
Brand Ambassador, Country dan Product Image, Korean Wave, Behavior, Attitude
Abstract
This study aims to analyze the influence of Brand Ambassador, Country and Product Image, and Korean Wave on Behavior with Attitude as a Mediating Variable for Calvin Klein with Jungkook BTS as Brand Ambassador in Indonesia. The population of this research includes consumers who recognize Calvin Klein products and have an interest in Jungkook as a brand ambassador. The sampling technique used in this study is purposive sampling, with a sample size of 200 respondents. Data was collected through the distribution of online questionnaires and processed using SmartPLS 4.1.0.9 software. The results of this study indicate that (1) Brand Ambassador has a positive and significant effect on Country and Product Image for Calvin Klein products in Indonesia, (2) Korean Wave has a positive and significant effect on Country and Product Image for Calvin Klein products in Indonesia, (3) Korean Wave has a positive and significant effect on consumer Attitude towards Calvin Klein products in Indonesia, (4) Country and Product Image have a positive and significant effect on consumer Attitude towards Calvin Klein products in Indonesia, (5) Attitude has a positive and significant effect on consumer Behavior towards Calvin Klein products in Indonesia.
References
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Fatmi, Fitry & Anis Najiha, Ahmad & Muflih, Betania. (2020). Determinants affecting purchase intention of halal products: an article review. Journal of Halal Product and Research. https://doi.org/10.20473/jhpr.vol.3-issue.2.63-79
Supriyadi, A., et al. (2017). Citra Produk dan Dampaknya terhadap Keputusan Pembelian. Jurnal Manajemen. https://doi.org/10.26905/jbm.v4i1.1714
Tongco, M. D. C. (2007). Purposive sampling as a tool for informant selection. Ethnobotany Research & Applications, 5, 147-158. https://doi.org/10.17348/era.5.0.147-158
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Yang, J.-J., Kim, D.-H., & Lee, H.-Y. (2021). Impact of Korea’s image on attitudes, norms, and purchase intentions of halal foods: A comparison between Indonesia and Malaysia. Journal of Korea Trade, 25(5), 1-18. https://doi.org/10.35611/jkt.2021.25.5.1
Zillmann, D., & Vorderer, P. (Eds.). (2000). Media Entertainment: The Psychology of Its Appeal (1st ed.). Routledge. https://doi.org/10.4324/9781410604811
Ajzen, I. (2012). The theory of planned behavior. In P. A. M. Lange, A. W. Kruglanski, & E. T. Higgins (Eds.), Handbook of Theories of Social Psychology (Vol. 1, pp. 438-459). Sage Publications. https://doi.org/10.4135/9781446249215.n22
Ariffin, S. K., Mohd Ali, N., & Zainuddin, N. (2019). The role of attitude in influencing the purchase intention of halal cosmetics among Muslim consumers. International Journal of Business and Society, 20(1), 1-12. https://doi.org/10.51505/IJEBMR.2023.7610
Bilkey, W., Nes, E. Country-of-Origin Effects on Product Evaluations. J Int Bus Stud 13, 89–100 (1982). https://doi.org/10.1057/palgrave.jibs.8490539
Dirnaeni, Desti & Indira, Christera & Ardiansya, Irfan. (2024). JEON JUNGKOOK SEBAGAI GLOBAL BRAND AMBASSADOR CALVIN KLEIN SPRING 2023. Jurnal Ilmiah Multidisiplin. https://doi.org/10.56127/jukim.v3i03.1566
Fishman, J., Yang, C., & Mandell, D. (2021). Attitude theory and measurement in implementation science: A secondary review of empirical studies and opportunities for advancement. Implementation Science, 16(87). https://doi.org/10.1186/s13012-021-01153-9
Hackman, C. L., & Knowlden, A. P. (2014). The Theory of Planned Behavior: A review of the literature and its application to health promotion. Health Education & Behavior, 41(1), 1-10. https://doi.org/10.1177/1090198113501180
Han, C. M. (1989). Country Image: Halo or Summary Construct? Journal of Marketing Research, 26(2), 222–229. https://doi.org/10.2307/3172608
Handriana, T., Rachmawati, R., & Sari, D. (2020). The influence of consumer attitudes and knowledge on the purchase intention of halal cosmetics. Journal of Islamic Marketing, 11(4), 1007-1020. https://doi.org/10.1108/JIMA-05-2019-0085
Islam, J., & Hani, U. (2021). The impact of attitude on purchase intention of female consumers in Bangladesh. Journal of Consumer Marketing, 38(3), 345-357. https://doi.org/10.1108/JCM-06-2020-3965
Islam, M.M., Hani, F.F. Hopes and reality: consumers’ purchase intention towards whitening cream. Futur Bus J 7, 57 (2021). https://doi.org/10.1186/s43093-021-00098-1. https://doi.org/10.1186/s43093-021-00098-1
Ketchen, D. J. (2013). Partial least squares: A practical guide to the method and its applications. Journal of Business Research, 66(9), 1225-1230. https://doi.org/10.1016/j.jbusres.2012.12.002
Kusumawardani, N., & Intan Puspita, A. P. (2021). Pengaruh boyband Korea sebagai duta merek, kepribadian merek, dan gelombang budaya Korea terhadap minat beli produk sheet mask: Studi kasus pada merek mediheal. Journal of Management and Business Review, 18(2), 365-379. https://doi.org/10.34149/jmbr.v18i2.285
Pandika, N. S., Sagir, J., & Darwini, S. (2021). Pengaruh brand ambassador dan country of origin terhadap minat beli konsumen pada skin care Korea. Journal of Economics and Business, 7(1), 125–142. https://doi.org/10.29303/ekonobis.v7i1.72
Ryoo, W. (2009). Globalization, or the logic of cultural hybridization: The case of the Korean wave. Asian Journal of Communication, 19(2), 137-151. https://doi.org/10.1080/01292980902826427
Sagia, A., & Situmorang, S. H. (2018). Pengaruh Brand Ambassador, Brand Personality Dan Korean Wave Terhadap Keputusan Pembelian Produk Nature Republic Aloe Vera. Jurnal Manajemen Dan Bisnis Indonesia. https://doi.org/10.31843/jmbi.v5i2.168
Sarstedt, M., Ringle, C. M., & Hair, J. F. (2016). Partial least squares structural equation modeling. Handbook of Market Research, 1-40. https://doi.org/10.1007/978-3-319-05542-8_15-1
Shim, D. (2006). Hybridity and the rise of Korean popular culture in Asia. Media, Culture & Society, 28(1), 25-44. https://doi.org/10.1177/0163443706059278
Fadila, D., Wahab, Z., Isnurhadi, I., & Widiyanti, M. (2021). The effect of brand image, brand ambassador, and product quality on the purchase decision of Mustika Ratu products: (study on Sriwijaya University students). International Journal of Social Sciences, 4(1), 182-189. https://doi.org/10.31295/ijss.v4n1.1657
Fatmi, Fitry & Anis Najiha, Ahmad & Muflih, Betania. (2020). Determinants affecting purchase intention of halal products: an article review. Journal of Halal Product and Research. https://doi.org/10.20473/jhpr.vol.3-issue.2.63-79
Supriyadi, A., et al. (2017). Citra Produk dan Dampaknya terhadap Keputusan Pembelian. Jurnal Manajemen. https://doi.org/10.26905/jbm.v4i1.1714
Tongco, M. D. C. (2007). Purposive sampling as a tool for informant selection. Ethnobotany Research & Applications, 5, 147-158. https://doi.org/10.17348/era.5.0.147-158
Widayat, W.; Department of Management, Faculty of Economics and Business, University of Muhammadiyah, Malang, Indonesia. http://dx.doi.org/10.21511/im.19(2).2023.11
Yang, J.-J., Kim, D.-H., & Lee, H.-Y. (2021). Impact of Korea’s image on attitudes, norms, and purchase intentions of halal foods: A comparison between Indonesia and Malaysia. Journal of Korea Trade, 25(5), 1-18. https://doi.org/10.35611/jkt.2021.25.5.1
Zillmann, D., & Vorderer, P. (Eds.). (2000). Media Entertainment: The Psychology of Its Appeal (1st ed.). Routledge. https://doi.org/10.4324/9781410604811
Published
2025-02-03
How to Cite
Zalfa Ulayya Arki, & Mike Yolanda. (2025). THE INFLUENCE OF BRAND AMBASSADOR, COUNTRY AND PRODUCT IMAGE, AND KOREAN WAVE ON BEHAVIOR WITH ATTITUDE AS A MEDIATING VARIABLE FOR CALVIN KLEIN WITH JUNGKOOK BTS AS BRAND AMBASSADOR IN INDONESIA: Pengaruh Brand Ambassador, Country dan Product Image serta Korean Wave terhadap Behavior dengan Attitude sebagai Variabel Mediasi Pada Calvin Klein dengan Jungkook BTS sebagai Brand Ambassador di Indonesia. Santhet (Jurnal Sejarah Pendidikan Dan Humaniora), 9(1), 120-128. https://doi.org/10.36526/santhet.v9i1.4989
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