Skip to main content
Article | Journal of Digital Marketing and Communication | Volume 5 - Issue 1 - 2025 | 26-33 | https://doi.org/10.53623/jdmc.v5i1.543
© 2025 by the author(s), and is licensed under the Creative Commons Attribution 4.0 International (CC BY 4.0) License Creative Commons Attribution 4.0 International (CC BY 4.0) License

The Influence of Brand Ambassador Red Velvet on Purchase Decision of BNI Tapcash

Author(s): Anggito Priyambodo , Kinkin Yuliaty Subarsa Putri Putri , Vera Wijayanti Sutjipto
Author(s) information:
Communication Science, Faculty of Social Science, State University of Jakarta, Indonesia.

Corresponding author

Journal of Digital Marketing and Communication

Volume 5 - Issue 1 - 2025

 About the journal
Submit your article

This research examines the influence of Red Velvet as a brand ambassador on consumer purchasing decisions for BNI’s Tapcash, an electronic payment card. Following the rise of cashless transactions post-COVID-19 and the National Cashless Movement (GNNT), BNI's collaboration with K-pop groups such as NCT 127 led to significant growth in Tapcash transactions. Building on this success, BNI launched a special edition Tapcash featuring Red Velvet to further promote its usage. The study focuses on the effectiveness of celebrity endorsements within K-pop fan culture, where fans often support idols by purchasing merchandise. Using a quantitative approach, the research surveyed the K-pop fanbase in Indonesia, specifically members of active social media communities, with 95 respondents selected through purposive sampling. The survey examined how Red Velvet’s role as a brand ambassador influenced purchasing decisions, particularly by assessing the credibility, attractiveness, and power of the brand ambassador on sales. Data analysis, conducted through validity, reliability, and simple linear regression tests, demonstrated a significant relationship between the brand ambassador and purchasing decisions. The F-value of 10.204 exceeded the F-table value of 1.989, confirming the positive effect of Red Velvet’s endorsement. Coefficient analysis indicated that a 1% increase in the Brand Ambassador variable corresponds to a 73.7% increase in purchasing decisions. This study highlights the significant role of celebrity endorsements in shaping consumer behavior, particularly within the context of the K-pop fanbase.

Read Full-Text
Previous article
Next article

Marlina, L.; Mundzir, A.; Pratama, H. (2021). Cashless and Cardless Transactions as Consumer Behavior in the Digital Era: A Theoretical and Empirical Review. Journal of Co-Management, 3, 533‒542. http://doi.org/10.32670/comanagement.v3i2.424.

The Treasurer’s Dilemma: Cash vs. Cashless, Which is More Profitable? https://djpb.kemenkeu.go.id. (accessed on 2 January 2024) Available online: https://djpb.kemenkeu.go.id/kppn/surabaya1/id/data-publikasi/artikel.html#:~:text=Awal%20mula%20perjalanan%20metode%20non%20transaksi%20cashless%20di%20lingkup%20pemerintahan.

Electronification. (accessed on 11 November 2024) Available online: https://www.bi.go.id/id/fungsi-utama/sistem-pembayaran/ritel/elektronifikasi/default.aspx.

The Value of Electronic Money Transactions in Indonesia Reaches IDR 303 Trillion in 2024. (accessed on 11 November 2024) Available online: https://data.goodstats.id/statistic/nilai-transaksi-transfer-uang-elektronik-indonesia-capai-rp303-triliun-di-2024-ghdmG.

BNI Launches Special Edition TapCash Card with NCT 127 ‘2 Baddies’ Design. (accessed on 11 November 2024) Available online: https://www.bni.co.id/id-id/beranda/kabar-bni/berita/articleid/22222.

Rahayu, N.C.; Jamiat, N. (2021). The Influence of Brand Ambassador BTS (Bangtan Seoyeondan) on Tokopedia Consumer Purchase Intention in Bandung City. Udayana Journal of Social Science and Humanities, 5, 81. http://doi.org/10.24843/ujossh.2021.v05.i02.p05.

Permana, G.N.; Hidayat, M.S.D.; Maolana, A. (2024). The Influence of Brand Ambassadors on Purchase Decisions and Brand Image as Intervening in Avoskin Products. International Research Journal of Economic and Management Studies, 3, 210‒218. http://doi.org/10.56472/25835238/IRJEMS-V3I1P124.

Delliana, S. (2022). The Influence of Brand Ambassador Yuki Kato on the Purchase Decision of Senka Perfect Whip. Ultima Journal of Communication Science, 14, 93‒103. http://doi.org/10.31937/ultimacomm.v14i1.2587.

Kalandies, A.; Andersson, M.; Ekman, P. (2009). Ambassador Networks and Place Branding. Journal of Place Management and Development, 2, 41‒51. http://doi.org/10.1108/17538330910942799.

Ramadan and Eid Momentum: BNI TapCash Improves Its Services. (accessed on 11 November 2024) Available online: https://www.bni.co.id/id-id/beranda/kabar-bni/berita/articleid/22403.

Jayanti, I.G.N.; Wirawan, I.K.A.; Susanthi, N.L.; Sujayanthi, N.W.M. (2022). Korean Pop (K-Pop) Culture Phenomenon on the Behavior of Indonesian Society. Journal of Art, Film, Television, Animation, and Games Technology, 1, 44‒50.

Bank Negara Indonesia (BNI). (2023). Celebrating 77th Anniversary, BNI Releases Special Edition TapCash Cards Featuring SUPER JUNIOR, Red Velvet, and NCT DREAM Designs. (accessed on 9 November 2024) Available online: https://www.bni.co.id/id-id/beranda/kabar-bni/berita/articleid/22535.

Alexandrina, E.; Ramonita, L.; Anindita, A. (2024). Understanding the Motivation of Purchase Decision Making of KPOP Seventeen’s Merchandise in Weverse Shop. Mantik Journal, 8, 704‒713. http://doi.org/10.35335/mantik.v8i1.5191.

Apolo, M.; Kurniawati, M. (2023). The Influence of Fear of Missing Out (FOMO) on the Consumptive Behavior of K-pop Fans: A Study on End-of-Teenagers’ K-pop Merchandise Purchases. Scientific Research Journal, 3, 43847‒3858. http://doi.org/10.31004/innovative.v3i6.

Andrews, J.C.; Shimp, T.A. (2018). Advertising, Promotion, and Other Aspects of Integrated Marketing Communications, 2018 Ed.; Cengage Learning: Boston, MA, USA.

Kotler, P.; Keller, L.K.; Chernev, A. (2022). Marketing Management, 15th Ed.; Pearson: New York, USA.

Siskhawati, L.; Maulana, H.A. (2021). The Influence of Brand Ambassador and Korean Wave on Purchase Decision for Neo Coffee Products. Journal of Economics and Business, 24, 1‒7. https://jurnal.unikal.ac.id/index.php/jebi/article/view/1359.

Creswell, J.W.; Creswell, J.D. (2018). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches, 5th Ed.; SAGE: Los Angeles, CA, USA.

Malhotra, N.K. (2010). Marketing Research: An Applied Orientation, 6th Ed.; Pearson Education: Upper Saddle River, USA.

Lea-Greenwood, G. (2012). Fashion Marketing Communication, 11th Ed.; Wiley: Chichester, UK.

Read Full-Text
About this article

SUBMITTED: 17 November 2024
ACCEPTED: 10 January 2025
PUBLISHED: 18 January 2025
SUBMITTED to ACCEPTED: 54 days
DOI: https://doi.org/10.53623/jdmc.v5i1.543

Cite this article
Priyambodo, A., Putri, K. Y. S. P., & Sutjipto, V. W. . (2025). The Influence of Brand Ambassador Red Velvet on Purchase Decision of BNI Tapcash. Journal of Digital Marketing and Communication, 5(1), 26–33. https://doi.org/10.53623/jdmc.v5i1.543
Accessed
49
Citations
0
Share this article