The Influence of Korean Wave and Marketing Public Relations on Purchasing Decisions of Seventeen Merchandise
Keywords:
Korean Wave, Marketing Public Relations, Purchasing DecisionsAbstract
Abstract.This study aims to analyze the influence of the Korean Wave and Marketing Public Relationson the purchasing decisions of Seventeen merchandise among Instagram followers of @weverseshop.id in Indonesia. Using a quantitative method with a descriptive-verificative approach, this research involved 84 respondents selected through purposive sampling. Data were collected via questionnaires, interviews, observations, and literature reviews, which were then analyzed using multiple linear regression and hypothesis testing. Descriptive analysis results indicate that the Korean Wave, Marketing Public Relations, and purchasing decision variables are all within the "excellent" category. The research findings prove that, partially, the Korean Wave has a positive and significant influence on purchasing decisions (tcount 2.006 > ttable 1.989). Similarly, Marketing Public Relations partially exerts a significant influence on purchasing decisions (tcount 5.253 > ttable 1.989). Simultaneously, both variables have a significant impact with a contribution of 50.9%, while the remaining 49.1% is influenced by factors outside this study. This study concludes that the synergy between global cultural appeal and effective marketing communication strategies is the key driver of K-Pop fans' consumptive behavior in the digital era.
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