The Influence Of Korean Entertainment, Lifestyle, And Cuisine On Gen Z Consumer Behavior In The Bts Army Heaven Community
DOI:
https://doi.org/10.29407/aqasr041Abstract
Research Aim:
This study aims to analyze the influence of Korean entertainment, lifestyle, and culinary aspects on Generation Z's consumer behavior, both partially and simultaneously, in the context of the development of the Korean Wave in Indonesia.
Design/Method/Approach:
A quantitative approach was used by distributing an online Likert-based questionnaire to 50 members of the BTS ARMY Heaven community. Analysis was conducted using validity and reliability tests, classical assumption tests, and multiple linear regression to examine the influence of the three independent variables on consumer behavior.
Research Findings:
The results of the study indicate that Korean entertainment, lifestyle, and cuisine each have a positive and significant influence on consumer behavior. Simultaneously, these three variables explain a significant proportion of the variation in consumer behavior among Generation Z.
Theoretical Contribution/Originality:
The novelty of the research lies in the integration of the three main aspects of the Korean Wave – entertainment, lifestyle, and culinary – into one comprehensive analytical model, which has not previously been widely tested simultaneously.
Practical/Policy Implications:
The research findings provide implications for creative industry players, marketers, and policy makers in designing more targeted marketing and consumer education strategies.
Research Limitation:
Research limitations include the scope of variables that do not include external factors as well as limitations in the number and characteristics of samples, so that further research needs to use a wider model and scope of respondents.
Keywords:
korean wave, korean entertaiment, lifestyle, Korean cuisine, Generation Z consumer behaviorDownloads
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