The Influence of K-Pop Idols on Purchase Intention of Ultra Milk Products

https://doi.org/10.35912/sakman.v5i3.3745
Published: Jan 5, 2026

Abstract:

Purpose: This study aims to analyze the influence of K-Pop idols as brand ambassadors for Ultra Milk on consumer purchase intention by examining the roles of advertising content value, influencer credibility, video attitude, brand attitude, and social shopping.

Research Methodology: A quantitative research approach was employed through an online questionnaire distributed to 232 Ultra Milk consumers in Indonesia who were aware of the brand’s collaborations with K-Pop idols ITZY and Stray Kids. Data were analyzed using SmartPLS software with the PLS-SEM method to test the structural relationships among the studied variables.

Results: The results indicate that advertising content value and influencer credibility positively affect video and brand attitudes, both of which further enhance social shopping behavior and purchase intention. Moreover, video and brand attitudes mediate the relationships between advertising content value, influencer credibility, and social shopping.

Conclusion: The study concludes that using K-Pop idols as brand ambassadors effectively enhances brand perception and consumer engagement, thereby increasing purchase intention in digital marketing contexts.

Limitations: The study’s findings are limited to Indonesian consumers familiar with Ultra Milk’s collaboration with K-Pop idols, which may restrict broader generalization to other populations or product categories.

Contribution: This research enriches consumer behavior and digital marketing literature by providing evidence of how global influencer collaborations strengthen local brand equity and drive purchase intentions, offering strategic insights for marketers operating in emerging markets.

Keywords:
1. Brand Ambassador
2. K-Pop
3. Purchase Intention
4. Social Shopping
5. Ultra Milk
Authors:
1 . Alfin Mintaro Makruf
2 . Raden Roro Ratna Roostika
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How to Cite
Makruf, A. M., & Roostika, R. R. R. . (2026). The Influence of K-Pop Idols on Purchase Intention of Ultra Milk Products. Studi Akuntansi, Keuangan, Dan Manajemen, 5(3), 617–630. https://doi.org/10.35912/sakman.v5i3.3745
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Issue & Section
Vol. 5 No. 3 (2026): January
Articles
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  2. Arachchi, H. A. D. M., & Samarasinghe, G. D. (2023). Influence of corporate social responsibility and brand attitude on purchase intention. Spanish Journal of Marketing - ESIC, 27(3), 389–406. https://doi.org/10.1108/SJME-12-2021-0224
  3. Audrea, R., & Jaolis, F. (2021). The Effect Of Youtube Video Ads’ Advertising Content Value Toward Audience’s Behavioural Response: Case Study On Marketplace. Jurnal Strategi Pemasaran, 8(1), 1–15.
  4. Cicilia, M. (2023). Aprindo prediksi pertumbuhan ritel nasional capai 4,2 persen. Retrieved 31 December 2023, from Antara News website: https://www.antaranews.com/berita/3824925/aprindo-prediksi-pertumbuhan-ritel-nasional-capai-42-persen
  5. Ducoffe, R. H. (1996). Advertising value and advertising on the Web. Journal of Advertising Research, 36(5), 21–35.
  6. Fu, J.-R., Lu, I.-W., Chen, J. H. F., & Farn, C.-K. (2020). Investigating consumers’ online social shopping intention: An information processing perspective. International Journal of Information Management, 54, 102189. https://doi.org/10.1016/j.ijinfomgt.2020.102189
  7. Fuadi, D. K., & Padmantyo, S. (2024). Pengaruh Brand Credibility, Influencer Credibility Dan Brand Experience Terhadap Keputusan Membeli Dengan Mediasi Brand Attitude. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 8(2), 976–993. https://doi.org/10.31955/mea.v8i2.4102
  8. Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
  9. Hariyanto, A. N., & Kusuma, P. S. A. J. (2024). Pengaruh Brand Ambassador dan Kualitas Produk Terhadap Niat Beli Produk Scarlett di Shopee. Jurnal Nasional Manajemen Pemasaran & SDM, 5(3), 284–301. https://doi.org/10.47747/jnmpsdm.v5i3.1940
  10. Hsiao, K., Chuan?Chuan Lin, J., Wang, X., Lu, H., & Yu, H. (2010). Antecedents and consequences of trust in online product recommendations: An empirical study in social shopping. Online Information Review, 34(6), 935–953. https://doi.org/10.1108/14684521011099414
  11. Iqbal, A., Aleem, D. U., Quratuailain, D. S., & Sufyan, M. (2023). Investigating the Influence of Trust, Attractiveness, Perceived Expertise, and Perceived Credibility on Attitude Toward the Influencer: The Mediating Role of Attitude Toward the Influencer and Moderating Role and Perceived Risks. Kasbit Business Journal, 16(3), 41–60.
  12. Irene, L. (2019). Analisa Pengaruh Content Marketing Terhadap Customer Retention Dengan Brand Attitude Dan Customer Engagement Sebagai Variabelperantara Pada Pengguna Rokok Wimsilak Di Surabaya. Jurnal Strategi Pemasaran, 6(2), 1–12.
  13. Isalman, Ilyas, Istianandar, F. R., & Sahdarullah. (2023). Peran Kredibilitas Influencer Lokal Di Instagram Terhadap Persepsi Kualitas Dan Minat Beli Konsumen Milenial. JIMFE (Jurnal Ilmiah Manajemen Fakultas Ekonomi), 9(1). https://doi.org/10.34203/jimfe.v9i1.6205
  14. Kharisma, H. P., Adiprasetya, K. M., Djohan, S. F., & Gunadi, W. (2022). Factors Influencing Online Video Advertising That Have an Impact on Brand Awareness, Brand Image, and Purchase Intention. Budapest International Research and Critics Institute-Journal (BIRCI-Jornal), 5(2), 9171–9183. https://doi.org/10.33258/birci.v5i2.4705
  15. Kompas.com. (2022). Pionir susu UHT di indonesia genap berumur 50 tahun. Retrieved 1 January 2024, from KOMPAS.com website: https://biz.kompas.com/read/2022/09/19/102128128/pionir-susu-uht-di-indonesia-genap-berumur-50-tahun
  16. Luong, T.-B., & Ho, C.-H. (2023). The influence of food vloggers on social media users: A study from Vietnam. Heliyon, 9(7), e18259. https://doi.org/10.1016/j.heliyon.2023.e18259
  17. Manik, D. E. M., Utami, E. Y., & Elizabeth, R. (2023). The Impact of Influencer Credibility on Consumer Purchasing Decisions: A Case Study on the Fashion Industry in Indonesia. West Science Interdisciplinary Studies, 1(9), 859–866.
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  19. Nursiti, N., & Fameira, A. (2019). Pengaruh Country Of Origin, Brand Ambassador, Dan Kualitas Produk Terhadap Keputusan Pembelian Generasi Millenial Pada Produk Nature Republic Aloe Vera 92% Soothing Gel Di Jakarta. Jurnal Industri Kreatif Dan Kewirausahaan, 2(2), 96–107. https://doi.org/10.36441/kewirausahaan.v2i2.59
  20. Prasetio, A. N., & Indriani, F. (2023). Analisis Pengaruh Kredibilitas Influencer Dan Disclosure Of Sponsorship Terhadap Keputusan Pembelian Konsumen Melalui Brand Attitude Sebagai Variabel Intervening (Studi Pada Konsumen Generasi Z di Instagram). Diponegoro Journal of Management, 12(1), 1–11.
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  22. Reinikainen, H., Tan, T. M., Luoma-aho, V., & Salo, J. (2021). Making and breaking relationships on social media: The impacts of brand and influencer betrayals. Technological Forecasting and Social Change, 171, 120990. https://doi.org/10.1016/j.techfore.2021.120990
  23. Rokom. (2023). Prevalensi Stunting di Indonesia Turun ke 21,6% dari 24,4%. Retrieved from Sehat Negeriku website: https://sehatnegeriku.kemkes.go.id/baca/rilis-media/20230125/3142280/prevalensi-stunting-di-indonesia-turun-ke-216-dari-244/
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  25. Sharma, M., Sahai, P., & Singh, V. K. (2022). Engaging social media influencers credibility on purchase behaviour through lens of brand engagement. International Journal of Health Sciences, 11288–11298. https://doi.org/10.53730/ijhs.v6nS2.8030
  26. Sigit, M. (2018). The Influence of Advertising and Brand Attitude on Purchasing Interest Mediated By Brand Awareness (Case Study on Citra Bath Soap in Yogyakarta City). KnE Social Sciences, 3(10). https://doi.org/10.18502/kss.v3i10.3382
  27. Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alphabet.
  28. Wu, P. C. S., & Wang, Y. (2011). The influences of electronic word?of?mouth message appeal and message source credibility on brand attitude. Asia Pacific Journal of Marketing and Logistics, 23(4), 448–472. https://doi.org/10.1108/13555851111165020
  29. Yang, K.-C., Huang, C.-H., Yang, C., & Yang, S. Y. (2017). Consumer attitudes toward online video advertisement: YouTube as a platform. Kybernetes, 46(5), 840–853. https://doi.org/10.1108/K-03-2016-0038