Thesis

The Impact of Korean Idol Related’s Characteristics Towards Customers’ Purchase Intention in Indonesia: The Mediating Role of Idol as Human Brand Attachment

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Customer purchase intention is important to understand and analyze target customers’
preferences as it relates to their desire on purchasing a product. In Indonesia, the popularity of
Korean Pop and Dramas impacts many Indonesian women which leads them to imitate and
imply Korean cultures in their daily life after gaining attachment to their idols. Due the fact that
fans would likely imitate their idols, which leads to a high consumptive behavior, the current
research aims to analyze the impact of Korean idols’ characteristics and attachment towards the
product purchase intention in Indonesia. The novelty of this study is indicated by focusing its
respondents to Indonesian people which has not been discussed by many researchers on earlier
studies regarding this topic. This study also implemented Social Identity Theory to understand
fans’ behavior. In this study, a quantitative survey was applied using a questionnaire to gather
data aiming a minimum 193 responses from K-Pop fans residing in the Greater Jakarta region,
aged between 15-35 years old, and have an interest in products that are related to Korean Idol.
The data collected were validated using PLS-SEM. This study also aims to help the creative
business industry, government, and future research to gain further insights regarding the
problems and examine aspects which are beneficial to increase the purchase intention of
potential customers of Indonesian businesses.

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Availability

Detail Information

Series Title

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Call Number

BE 24-003

Publisher

i3L, Jakarta : i3L, Jakarta., 2024

Collation

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Language

English

ISBN/ISSN

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Classification

NONE

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

Human Brand Characteristics
Fans Attachment
Customer Purchase Intention
PLS-SEM.

Specific Detail Info

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Statement of Responsibility

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Other version/related

File Attachment

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