Pengaruh Brand Ambassador, Promosi, dan Kepercayaan terhadap Perilaku Pembelian Impulsif Konsumen pada Produk Tapcash BNI Edisi Khusus Nct 127
DOI:
https://doi.org/10.58192/profit.v5i4.5391Keywords:
Brand Ambassador, Impulsive Buying, Promotion, TapCash BNI, TrustAbstract
This study aims to analyze the influence of brand ambassador, promotion, and trust on impulsive buying behavior toward the TapCash BNI special edition NCT 127 product. The collaboration between the banking industry and K-Pop culture creates emotional stimuli that may encourage spontaneous purchasing, while at the same time requiring cognitive considerations related to consumer trust in the financial institution. This study employed a quantitative causal-associative approach. Data were collected through online questionnaires distributed to 160 NCT fans (NCTzen) selected using purposive sampling and were analyzed using multiple linear regression analysis. The results show that brand ambassador, promotion, and trust, both partially and simultaneously, have a positive and significant effect on impulsive buying behavior. Among the three variables, trust was identified as the most dominant factor influencing consumers’ impulsive purchasing decisions. This finding indicates that strong confidence in the reliability, credibility, and security of the bank plays an essential role in encouraging spontaneous purchases. Without sufficient trust in the institution, emotional stimulation generated by brand ambassadors and promotional activities may not be strong enough to trigger impulsive buying decisions for digital financial products.
References
Aganta, C. T., Padmalia, M., & Teofilus. (2025). The influence of promotions, discounts, and brand trust on impulsive purchases of Fitbar Makassar. International Journal of Humanities Education and Social Sciences (IJHESS), 4(6), 2578–2591. https://doi.org/10.55227/ijhess.v4i6.1618
Aprilia, K., Mulyati, D. J., & Maduwinarti, A. (2024). Celebrity worship, word of mouth, brand awareness terhadap impulsive buying merchandise K-Pop di Shopee. Jurnal Dinamika Administrasi Bisnis, 10(1), 25–34. https://doi.org/10.30996/jdab.v10i1.11713
Attan, M. B., & Natsir, K. (2023). Studi tentang faktor-faktor yang mempengaruhi consumptive behavior pada kolektor merchandise K-Pop. Jurnal Muara Ilmu Ekonomi dan Bisnis, 7(1), 187–201. https://doi.org/10.24912/jmieb.v7i1.22937
Cao, C., & Huang, S. (2022). How can SMEs boost trust through third-party means? Tracing the multi-dimensional institutional basis of online trust. IEEE Access, 10, 127149–127167. https://doi.org/10.1109/ACCESS.2022.3226889
Eviyanti, N., Sunarni, Kalbuadi, A., Risal, T., Basyirah, Librianty, N., Rachmah, S. M., Lailla, N., Nuriyanti, W., Napitupulu, R. L., Putri, A. G., & Harisandi, P. (2023). Manajemen pemasaran. PT Kimshafi Alung Cipta.
Ghozali, I. (2018). Aplikasi analisis multivariate dengan program IBM SPSS 25 (9th ed.). Badan Penerbit Universitas Diponegoro.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis (7th ed.). Pearson.
Huslaili, M., Isyanto, P., & Sumarni, N. (2023). Pengaruh brand ambassador NCT 127 dan brand image terhadap perilaku impulsive buying produk Nature Republic pada penggemar NCT 127 dalam media sosial Twitter. Management Studies and Entrepreneurship Journal (MSEJ), 4(5), 7807–7817.
Imbayani, I. G. A., & Novarini, N. N. A. (2018). Pengaruh shopping lifestyle, fashion involvement dan positive emotion terhadap impulse buying behavior. Jurnal Ilmiah Manajemen dan Bisnis, 3(2), 199–210.
Kotler, P., & Armstrong, G. (2021). Principles of marketing (18th ed.). Pearson.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson.
Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing management (16th ed.). Pearson.
Marshall, G. W., & Johnston, M. W. (2025). Marketing management (4th ed.). McGraw Hill.
Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An integrative model of organizational trust. Academy of Management Review, 20(3), 709–734. https://doi.org/10.5465/amr.1995.9508080335
Misra, Y., Wulandari, R., & Rahma, A. (2024). Manajemen pemasaran: Konsep dan teori. K-Media.
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20–38. https://doi.org/10.1177/002224299405800302
Mowen, J. C., & Minor, M. (1998). Consumer behavior (5th ed.). Prentice Hall.
Mubarok, A. Z., & Santoso, R. (2024). Pengaruh kualitas produk, persepsi harga, dan promosi terhadap keputusan pembelian foto kayu lukis pada Bmrsign Wallgallery Lamongan. Multidisciplinary Indonesian Center Journal (MICJO), 1(3), 1356–1364. https://doi.org/10.62567/micjo.v1i3.164
Nugrahadi, N. (2023, February 28). Euforia K-Pop di dunia maya. Kompas.id. https://interaktif.kompas.id/baca/euforia-k-pop-di-dunia-maya/
Rachmad, Y. E., Setiawan, Z., Purwoko, Nora, L., Syamil, A., Risdwiyanto, A., Munizu, M., & Manaf, P. A. (2023). Manajemen pemasaran: Teori dan studi kasus. PT Sonpedia Publishing Indonesia.
Rahmattullah, S. N. (2025). The impact of brand ambassadors, electronic word of mouth (E-WOM), and brand trust on consumer loyalty in Shopee's e-commerce platform in Indonesia.
Rani, R. P., & Widyasari, S. (2022). Pengaruh brand ambassador, kemudahan penggunaan dan kepercayaan terhadap keputusan pembelian online (Studi pada konsumen marketplace Tokopedia di Rembang). SEIKO: Journal of Management & Business, 4(2), 157–162. https://doi.org/10.37531/sejaman.v5i2.2149
Raule, S., Nurhayati, S., Pratiwi, D. A., & Sinaga, S. (2024). Manajemen pemasaran. MPI.
Sabella, V. P., Hermawan, A., & Dhewi, T. S. (2022). The influence of brand ambassador and social media marketing on purchase intention through brand image (Study on consumers “Sang Dewa Snack”). International Journal of Humanities Education and Social Sciences (IJHESS), 2(1), 120–128. https://doi.org/10.55227/ijhess.v2i1.217
Shimp, T. A. (2003). Advertising, promotion, and supplemental aspects of integrated marketing communications (6th ed.). South-Western.
Sugiyono. (2019). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
Sungkono, M. M., & Maskur, A. (2023). Pengaruh sales promotion, hedonic shopping motivation, dan shopping lifestyle terhadap impulse buying pada situs belanja online (Studi terhadap pengguna Tokopedia di Kota Semarang). OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi, 7(2), 153–163. https://doi.org/10.31955/mea.v7i3.3462
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Profit: Jurnal Manajemen, Bisnis dan Akuntansi
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
