2024
DOI: 10.21070/jbmp.v10i1.1836
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The “Blackpink's” Influence on Oreo Purchases in Indonesia: A Consumptive Behavior Study

Karin Regita Swastika,
Tri Yulistyawati Evelina,
Titien Indrianti

Abstract: This quantitative study investigates the influence of consumptive behavior and brand ambassadorship, specifically focusing on the case of Blackpink, on purchasing decisions for Oreo products among Indonesian consumers. Utilizing a deductive research approach, data was gathered through a survey employing a questionnaire administered to 100 Oreo consumers who are Blackpink fans, selected through purposive sampling. Statistical analysis, including t-tests and F-tests, was employed to test hypotheses concerning th… Show more

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