The Effect of the Korean Wave Phenomenon toward Imitation Intention: Korean Product Purchase Intention in the Global Market

The Effect of the Korean Wave Phenomenon toward Imitation Intention: Korean Product Purchase Intention in the Global Market

Purpose - This research focused on women who enjoy watching Korean dramas and K-pop, as well as how their desire to imitate are influenced by their viewing habits. Due to the influence of their idols, women who aspire to copy and are influenced by their idols will desire to purchase Korean products. This cultural export strategy has effectively persuaded the global community, particularly women. Indonesia with a large population can be a reference for the industry to increase sales of South Korean beauty products, especially in the ASEAN region. Design/methodology - This research used a quantitative approach with an online questionnaire. This questionnaire had two steps: the pre-questionnaire and the questionnaire itself. The different measuring tools that were already in use when the data were being collected helped to determine how much each variable meant. As a part of this research project, 410 Indonesian women filled out the questionnaire in order to share their thoughts as they were the focus of the study. SMART PLS was used to analyze the data. Findings - One of the most essential findings from establishing the Korean Wave effect on purchase intention was the imitation intention variable. Someone who has the aspiration to be just like their idol will be willing to give anything in order to achieve that goal. One strategy is to buy things that are similar to the ones you want to imitate in order to stimulate demand for Korean products. People's imitation intention and attitude toward Korean products will increase as a result of Korean drama and K-pop elements that display one’s idols with fashionable appearances and good-looking faces, which will lead to purchase intentions. Originality/value - The Korean Wave has had a beneficial impact on the intention to imitate and the attitude toward Korean items, both of which will favorably boost the intention to acquire Korean goods. In order to boost sales in international markets, particularly in Indonesia, the Korean business sector needs to increase the number of artists and singers it employs for product promotion. Mutualism effect between the government, the entertainment industry, and the beauty product industry to increase sales of South Korean beauty products.