Pengaruh Brand Ambassador dan Brand Image terhadap Impulse Buying Behavior pada Produk Nabati Goguma di Media Sosial X

Abstract. The rapid growth of the Korean Wave in Indonesia has encouraged many local brands to create Korean-themed products and collaborate with K-pop idols as brand ambassadors. One example is Nabati, a local snack brand that launched a Goguma-flavored product and appointed ENHYPEN as its brand ambassador. On social media X, consumer responses were varied: some showed impulsive buying behavior towards Nabati Goguma products, while others, including K-pop fans, criticized the use of K-pop idols and Korean-style branding for a local brand. This study aims to examine the role of ENHYPEN as a brand ambassador and the brand image of Nabati Goguma and analyze its impact on impulsive buying behavior among ENHYPEN fans in Indonesia on social media X. This study is descriptive and verification with a quantitative approach. The population of this study was followers of the autobase account @enginafess who had purchased Nabati Goguma, with a sample of 270 respondents selected through purposive sampling. The data were analyzed using multiple linear regression, along with the F-test and T-test for hypothesis testing. The results of the study show that brand ambassadors and brand image partially and simultaneously have a positive and significant effect on impulsive purchasing behavior. Abstrak. Fenomena Korean Wave yang terus berkembang pesat di Indonesia mendorong banyak brand lokal untuk menciptakan produk bernuansa Korea dan mengangkat idol K-pop sebagai brand ambassador. Salah satunya adalah brand makanan ringan lokal Nabati yang meluncurkan produk rasa Korea Goguma dan menjadikan idola K-Pop ENHYPEN sebagai brand ambassador. Terdapat fenomena gap di media sosial X, dimana sebagian konsumen menunjukkan perilaku impulse buying terhadap produk Nabati Goguma, namun terdapat kejenuhan yang dirasakan masyarakat termasuk dari kalangan penggemar K-pop, terkait penggunaan brand ambassador idola K-pop dan konsep branding gaya Korea pada brand lokal. Penelitian ini bertujuan untuk memahami peran brand ambassador ENHYPEN dan brand image Nabati Goguma, serta menganalisis dampaknya terhadap perilaku impulse buying di kalangan penggemar ENHYPEN Indonesia di media sosial X. Jenis penelitian ini yaitu deskriptif dan verifikatif dengan pendekatan kuantitatif. Sampel penelitian sebanyak 270 responden menggunakan teknik purposive sampling yaitu pengikut akun autobase @enginafess dan pernah membeli produk Nabati Goguma. Analisis data yang digunakan dalam penelitian ini yaitu analisis deskriptif dan verifikatif menggunakan analisis regresi linier berganda, dan uji hipotesis menggunakan uji F dan uji T. Hasil penelitian menunjukkan bahwa brand ambassador dan brand image secara parsial maupun simultan berpengaruh positif dan signifikan terhadap impulse buying behavior.