THE EFFECTS OF KOREAN WAVE AND OTHER FACTORS TOWARDS KOREAN FOOD PURCHASE INTENTION

Haryo, Felicia (2024) THE EFFECTS OF KOREAN WAVE AND OTHER FACTORS TOWARDS KOREAN FOOD PURCHASE INTENTION. S1 thesis, UNIVERSITAS ATMA JAYA YOGYAKARTA.

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Abstract

Korean Wave, otherwise known as Halleyu is a phenomenon that dates back late1990s and is a cultural exchange trend. The trend started what was dubbed the first wave with media attraction approach such as dramas from 1990s to early 2000s and cause regional sensation in the Middle East. Later, the second wave that starts in mid 2000s to late 2000s marked the beginning of K-Pop Group popularity which then introduced globalization with the help of online platforms and social Media. Finally, the third wave that starts from 2010s until the present day goes beyond and extends to sectors such as beauty products, food, and so forth alongside global fandom and cultural diplomacy. Making use of the media itself as a marketing strategy and cultural exchange platform, it became sensational to the international market and escalates to global sensation proportion. This research is done to measure the dominating variables from Korean Wave effect itself towards purchase intention of the Indonesian market as of why they are interested in Korean Food and what shows significance to the purchase of the product. The researched include Attractiveness of Korean Wave and Korean Culture, Attractiveness of Korean Drama and Korean Pop, Attractiveness of Celebrity Endorsement, Product Quality, Product Price, Social Influence, and Country of Origin Image. Demographical questions such as Gender, age, financial spending, frequented shows and Korean Cuisine is raised for data compilations. In an effort in data compilations, the research is done with Korean Food Product users as the questioned from Indonesia. They are required to be well-aware of topics correlated to Korean Wave, Consumption of the product in question and finally have Indonesian Nationality. The questionnaires are spread through social media usage such as Instagram, Line and Whatsapp. The instruments used to test validity and reliability including analytical methods includes descriptive statistics, F-test, T-test and Multiple Regression

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