Examining the Korean Wave Effect on Purchase Intention dnd Actual Purchase Behavior

Anastasia, Citra (2022) Examining the Korean Wave Effect on Purchase Intention dnd Actual Purchase Behavior. Undergraduate thesis, Universitas Internasional Batam.

Text 1841303_FF.pdf - Published Version Restricted to Repository staff only Download (10MB)

Abstract

The aim of this research is to study the influence of the Korean Wave, specifically K-drama and K-pop, on the purchase intention and actual purchase behavior of Batam consumers. The variables of this research include K-drama, K-pop, Country Image, Purchase Intention, and Actual Purchase Behavior. There were 278 responses obtained by distributing questionnaires online, but only 262 were analyzed further. The analysis methods employed by the researcher are descriptive analysis using SPSS and PLS-SEM using SmartPLS 3. The purpose of the descriptive analysis method is to provide simple summaries about the sample of this study. On the other hand, PLS-SEM was applied to investigate the complex cause-effect relationships in path models with latent variables. It was found from this study that K-drama and K-pop can influence the Country Image significantly. Moreover, K-drama and K-pop have a significant effect on Purchase Intention. The Country Image of South Korea plays a significant and positive mediating role in the relationship between Korean Wave and Purchase Intention. The relationship between Korean Wave and Actual Purchase Behavior can be mediated by Purchase Intention significantly. Purchase Intention was also found to have a significant effect on Actual Purchasing Behavior. In light of the results of this study, the researcher recommends that marketers in Indonesia utilize the popularity of K-pop and K-drama artists to market their products. Keywords: Korean Wave, K-drama, K-pop, Purchase Intention, Actual Purchase Behavior

Actions (login required)

View Item