Pengaruh Stray Kids Sebagai Brand Ambassador Terhadap Minat Beli Konsumen Ultramilk Di Kota Bandung
Abstract
Indonesia’s dairy industry continues to face low consumption levels despite increasing health-awareness trends. To strengthen its brand appeal among young consumers, Ultramilk appointed the K-pop group Stray Kids as its Brand Ambassador in 2023. This study has the aim to analyze Stray Kids’ influence as Brand Ambassador on consumers’ purchase intention toward Ultramilk in Bandung. This research implements a quantitative descriptive–associative approach involving 98 respondents selected through convenience and purposive sampling. Data collection was conducted through the distribution of a Likert scale questionnaire and then analyzed through descriptive statistics and simple linear regression. The findings show that consumers’ perception of Stray Kids as Brand Ambassador is high, and purchase intention also falls into the “agree” category. Regression findings indicate an influence that is positive and significant, with an R² value of 0.856, an indication that in purchase intention, 85.6% of the variance is explained by the Brand Ambassador variable. This study concludes that Stray Kids effectively enhance Ultramilk’s attractiveness among Bandung consumers, although the impact is most prominent among young female K-pop fans. The results highlight the strategic importance of selecting suitable Brand Ambassadors in influencing purchase intention. Keywords: Brand Ambassador, Stray Kids, Ultramilk, Purchase Intention, Korean Wave
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