Analysis of the Impact of Korean Wave on Purchase Decision Making at Patbingsoo Korean Dessert House, Flavor Bliss, Tangerang Selatan

Authors : Vienna Artina Sembiring; Wijayanti Dewi Prabandari

Volume/Issue : Volume 6 - 2021, Issue 3 - March

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The Korean Wave is a phenomenon that develops and spreads Korean popular culture such as Girl & Boy Group, fashion, and even Korean specialties throughout the world including Indonesia, many local entrepreneurs are competing to build Korean culinary businesses in Indonesia. One such Korean restaurant is Patbingsoo Korean Dessert House, Flavor Bliss, South Tangerang. The entry of the Korean Wave in Indonesia can gradually affect the lifestyle of the Indonesian people, especially teenagers. With the impact caused by this influence, it is likely that it will influence consumer purchasing decisions for a particular product. The method used in this research is descriptive quantitative, the data obtained from the results of distributing questionnaires to a number of 83 respondents. The sample collection method used a simple random sampling technique. Processing of data analysis using SPSS. Based on the results of this study is the Korean Wave statement (X) is in the high category and the purchase decision statement (Y) is also in the high category. The results of this study found the magnitude of the influence of the Korean Wave (X) on purchasing decisions (Y) of 12.2% and the rest is influenced by other factors which are not summarized in this study. So it is found that the simultaneous influence of the Korean Wave on purchasing decisions is 12.2%

Keywords : Impact, Korean Wave, Purchase Decision


Paper Submission Last Date
31 - May - 2022

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