Pengaruh Terpaan Menonton Drama Korea terhadap Keputusan Membeli Produk Kuliner Korea di Solo

Fatimah, Ayu and , Dr. Edy Purwo Saputro, S.E,. M.Si (2022) Pengaruh Terpaan Menonton Drama Korea terhadap Keputusan Membeli Produk Kuliner Korea di Solo. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The rise of the global Korean Wave culture has also had an impact on the culinary side of culture where Korean specialties are also sought after by the public. The reason is that through the Korean dramas that aired, they slipped in the middle of enjoying Korean cuisine, which then attracted most people and made the audience curious about the taste of Korean food. In the current era of globalization, many teenagers who buy food not for the sake of being full but enjoying the specialties of other regions because they want to get to know and be closer to the culture they like, sometimes this is also a way for people to express their identity. The researcher wants to examine the influence of exposure to watching South Korean dramas on the decision to buy South Korean culinary products. Based on the results and discussion of the research above, it can be concluded that there is a positive influence between exposure to Korean drama shows on the decision to purchase Korean culinary products, where the value of the influence of the variable exposure to watching Korean dramas on the decision to buy Korean culinary products is 27.5% and the rest can be influenced by other factors in purchasing decisions of Korean culinary products. In the results of the tests conducted, it was found that the higher the exposure to Korean drama shows, the higher the influence of purchasing decisions on Korean culinary products. UMS students who were used as the respondent’s audience had a value of 39% where it can be said that respondents who were exposed to watching Korean dramas were quite high.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Keywords : South Korean cuisine, Korean drama, media exposure, Hypodermic needle, Korean wave
Subjects:	T Technology > T Technology (General)
Divisions:	Fakultas Ilmu Komunikasi dan Informatika > Ilmu Komunikasi
Depositing User:	AYU FATIMAH
Date Deposited:	13 Aug 2022 06:56
Last Modified:	13 Aug 2022 06:56
URI:	http://eprints.ums.ac.id/id/eprint/103945

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