The Influence of Korean Wave, Lifestyle and Attitude on Purchase Decisions with Consumer Behavior as Intervening Variables (Study on Millennial K-Drama Lovers in Manado)
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Indexed Research Publishing Company
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The culture that is influencing various countries today is the culture that comes from the country of Ginseng which is commonly called Korean pop or better known as the Korean Wave (Hallyu), this Hallyu phenomenon covers various aspects such as drama, music, fashion, make -up and others. etc. The purpose of this study is for the culture that is currently affecting various countries, namely the culture originating from the country of Ginseng which is commonly called Korean pop or better known as the Korean Wave (Hallyu), this Hallyu phenomenon covers various aspects such as drama, music, fashion, make-up and so on. The purpose of this study is for the purpose of this study, namely to examine the influence of the Korean wave on consumer behavior, to examine the influence of lifestyle on consumer behavior, to examine the influence of Attitude on consumer behavior. to examine the influence of the Korean wave on the purchase decision, to examine the influence of lifestyle on the purchase decision, to examine the effect of attitude on the purchase decision, to examine the influence of consumer behavior on the purchase decision. This research method is a quantitative research method. The research was conducted on millennial K-drama lovers in Manado. The research respondents were 98 respondents. The distribution of the questionnaires is done online using Google Form. Data analysis used path analysis with SPSS. The results showed that the Korean Wave had a positive and significant effect on consumer behavior but had no effect on purchase decisions. Lifestyle has an effect on Consumer Behavior and Purchase Decision. Attitude has a positive and significant effect on consumer behavior and on purchase decisions. Consumer Behavior has an effect on Purchase Decision.
Keywords
Korean Wave, Lifestyle, Attitude, Consumer Behavior, Purchase Decision