PENGARUH KOREAN WAVE, COUNTRY OF ORIGIN DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK MAKANAN KOREA SELATAN DITINJAU DARI PERSPEKTIF EKONOMI ISLAM (Studi Pada Konsumen Gen Z Di Bandar Lampung)

DEWINTA, TIARA PUTRI (2025) PENGARUH KOREAN WAVE, COUNTRY OF ORIGIN DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK MAKANAN KOREA SELATAN DITINJAU DARI PERSPEKTIF EKONOMI ISLAM (Studi Pada Konsumen Gen Z Di Bandar Lampung). Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRAK Inti dari penelitian ini adalah untuk melihat bagaimana Korean Wave, Negara Asal, dan Citra Merek dikaitkan dengan keinginan orang untuk membeli makanan Korea. Orang-orang dalam penelitian ini berasal dari Generasi Z dan berdomisili di Bandar Lampung. Mereka tertarik membeli makanan Korea. Penelitian ini menggunakan metode yang disebut “sampling probabilitas” untuk memilih sekelompok 97 orang untuk diteliti. Sebagai bagian dari proses pengumpulan data, formulir berisi beberapa pertanyaan dikirimkan. SPSS v25 kemudian digunakan untuk menguji jawabannya. Beberapa metode regresi linier digunakan untuk analisis data. Setelah data dianalisis, terlihat jelas bahwa faktor-faktor dalam penelitian ini benar dan akurat. Berdasarkan hasil Korean Wave Country Of Origin dan Brand Image berpengaruh terhadap Keputusan pembelian. Nilai signifikansi untuk variabel (1) Korean Wave sebesar (0,000 < 0,05), untuk variabel (2) Negara Asal sebesar (0,000 < 0,05), dan untuk variabel (3) Citra Merek sebesar (0,000 < 0,05). Dari hasil penelitian tersebut dapat dikatakan bahwa Korean Wave, Country of Origin, dan Brand Image semuanya berpengaruh positif dan signifikan terhadap keinginan beli konsumen generasi Z.ABSTRACT The core of this study is to see how Korean Wave, Country of Origin, and Brand Image are associated with people's desire to buy Korean food. The people in this study are from Generation Z and live in Bandar Lampung. They are interested in buying Korean food. This study uses a method called "probability sampling" to select a group of 97 people to be studied. As part of the data collection process, a form containing several questions was sent. SPSS v25 was then used to test the answers. Several linear regression methods were used for data analysis. After the data was analyzed, it was clear that the factors in this study were correct and accurate. Based on the results of the Korean Wave Country of Origin and Brand Image have an effect on buying decision. The significance value for variable (1) Korean Wave is (0.000 <0.05), for variable (2) Country of Origin is (0.000 <0.05), and for variable (3) Brand Image is (0.000 <0.05). From the results of this study, it can be said that Korean Wave, Country of Origin, and Brand Image all have a positive and significant effect on the purchase intention of Generation Z consumers.ABSTRACT The core of this study is to see how Korean Wave, Country of Origin, and Brand Image are associated with people's desire to buy Korean food. The people in this study are from Generation Z and live in Bandar Lampung. They are interested in buying Korean food. This study uses a method called "probability sampling" to select a group of 97 people to be studied. As part of the data collection process, a form containing several questions was sent. SPSS v25 was then used to test the answers. Several linear regression methods were used for data analysis. After the data was analyzed, it was clear that the factors in this study were correct and accurate. Based on the results of the Korean Wave Country of Origin and Brand Image have an effect on buying decision. The significance value for variable (1) Korean Wave is (0.000 <0.05), for variable (2) Country of Origin is (0.000 <0.05), and for variable (3) Brand Image is (0.000 <0.05). From the results of this study, it can be said that Korean Wave, Country of Origin, and Brand Image all have a positive and significant effect on the purchase intention of Generation Z consumers.

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