Analisis Pengaruh Fenomena Korean Wave Terhadap Keputusan Pembelian Produk Skincare Korea Selatan (Studi Pada Generasi Z)

Ar-Rahma, Shofiya (2024) Analisis Pengaruh Fenomena Korean Wave Terhadap Keputusan Pembelian Produk Skincare Korea Selatan (Studi Pada Generasi Z). Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Korean wave atau disebut juga Hallyu, merujuk pada popularitas budaya populer Korea Selatan seperti k-pop, k-drama, k-movie, k-beauty, dan k-food yang mendunia. Di Indonesia, terutama pada k-beauty menjadi salah satu produk kecantikan unggul yang diminati untuk dibeli oleh perempuan Indonesia khususnya pada produk skincare Korea Selatan. Dalam beberapa penelitian dan survei, terdapat perbedaan pada alasan perempuan Indonesia membeli produk skincare Korea Selatan, seperti adanya Korean wave yang menjadi pemicu pembelian atau dikarenakan produk-produk skincare yang dimiliki memang memiliki kualitas yang bagus. Penelitian ini bertujuan untuk menganalisis pengaruh fenomena Korean wave terhadap keputusan pembelian produk skincare Korea Selatan di Indonesia. Penelitian ini adalah penelitian kuantitatif dan pengumpulan data dilakukan menggunakan kuisioner yang disebar secara online melalui google form kepada responden perempuan Generasi Z dengan rentang umur 16-27 tahun di Indonesia yang telah membeli produk skincare Korea Selatan. Sebanyak 174 data yang berhasil dikumpulkan dan diolah dengan software SmartPLS dengan metode analisis PLS-SEM. Hasil analisis menunjukkan bahwa Korean wave dan perceived quality of products berpengaruh positif terhadap brand awareness. Kemudian brand awareness sebagai mediasi berpengaruh positif terhadap purchase decision. Namun, country image tidak berpengaruh terhadap brand awareness produk skincare Korea Selatan. Strategi implementasi yang dapat direkomendasikan oleh penulis untuk menjangkau Generasi Z adalah dengan memanfaatkan tren Korean wave di media sosial, membangun branding yang kuat, menjaga kualitas produk, dan membangun brand image positif
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The Korean wave, also known as Hallyu, encompasses the global popularity of South Korean popular culture, including k-pop, k-drama, k-movie, k-beauty, and k-food. In Indonesia, especially in the realm of k-beauty, South Korean skincare products have become a prominent choice for women, particularly when it comes to skincare items. Various studies and surveys have shown differences in the reasons why Indonesian women purchase South Korean skincare products. Some attribute it to the influence of the Korean wave, which serves as a catalyst for their purchases, while others believe it is due to the genuinely high quality of the skincare products offered by South Korea. The aim of this research is to analyze the impact of the Korean wave phenomenon on the decision-making process of purchasing South Korean skincare products in Indonesia This quantitative research collected data through online questionnaires distributed via Google Forms to female Generation Z respondents aged 16-27 in Indonesia who have purchased South Korean skincare products. A total of 174 responses were gathered and analyzed using SmartPLS software with the PLS-SEM analysis method. The findings indicate that both the Korean Wave and perceived quality of products positively influence brand awareness. Furthermore, brand awareness, serving as a mediator, positively affects the purchase decision. However, the country image does not significantly impact the brand awareness of South Korean skincare products. The implementation strategy that can be recommended by the author to reach Generation Z is to utilize the Korean wave trend on social media, build strong branding, maintain product quality, and build a positive brand image.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Korean Wave, Produk Skincare Korea Selatan, Keputusan Pembelian, PLS-SEM, Korean Skincare Products, Purchase Decision
Subjects:	H Social Sciences > HF Commerce > HF5415.127 Market segmentation. Target marketing H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing) H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Shofiya Ar-Rahma
Date Deposited:	19 Aug 2024 01:19
Last Modified:	19 Aug 2024 01:19
URI:	http://repository.its.ac.id/id/eprint/110268

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