THE INFLUENCE OF KEY OPINION LEADERS ON PURCHASE INTENTION OF GRAB APPLICATION AMONG BUSINESS EDUCATION STUDENTS 2023 AT UPI

Authors

  • Andri Jayasadipa Aji Indonesia University of Education image/svg+xml Author
  • Puspo Dewi Dirgantari Indonesia University of Education image/svg+xml Author

Keywords:

Key Opinion Leader, Purchase Intention, Digital Marketing, Grab Application, Business Students

Abstract

This study aims to analyze the influence of Key Opinion Leaders (KOL) on purchase intention of Grab application among Business Education students at UPI. The research employed a quantitative approach with a survey method. The population consisted of 97 Business Education students from the 2023 cohort, with a sample of 50 respondents determined using the Slovin formula with a 10% margin of error. Data were collected through questionnaires using a Likert scale and analyzed using simple linear regression. The results showed that Key Opinion Leader had a significant positive effect on purchase intention. These findings indicate that KOL marketing strategies are effective in influencing students' intention to use the Grab application. Companies should collaborate with credible and attractive KOLs to enhance consumer purchase intention.

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Published

2026-03-30

Issue

Vol. 4 No. 2 (2026): Proceedings of the 4th International Conference on Education, Economics, Business, Entrepreneurship, and Finance (ICEBEF 2026)

Section

Articles