The Influence Of The Bandwagon Effect, Digital Payment, And Income On Purchase Decisions For The Korean Wave Associated Product

Gaol, Rachel Millenia Lumban and Dias Satria,, SE.,M.App.Ec.,Ph.D. (2023) The Influence Of The Bandwagon Effect, Digital Payment, And Income On Purchase Decisions For The Korean Wave Associated Product. Sarjana thesis, Universitas Brawijaya.

Abstract

The number of enthusiasm about the Korean Wave is on the rise. This remains across Indonesia as well, allowing for a yearly public consumption of Korean Wave items to exceed 20 million rupiahs. If this phenomenon is not addressed effectively, it will undoubtedly have the capacity to boost consumptive behavior and potentially eradicate peoples' sense of nationalism toward domestic products. Therefore, this study aims to determine the influence of several factors considered to drive purchasing decisions, such as the bandwagon effect, digital payments, and income on purchasing decisions for products associated with the Korean Wave (Hallyu). This research is a descriptive quantitative research in which the data collection method was carried out by distributing questionnaires to individuals who were categorized as Generation Z who have interest in the Korean Wave with a sample size of 150 people. The data obtained were then processed and tested using the binary logistic regression method with the Wald test method to determine the partial effect and the statistical G test to determine the effect simultaneously. The results showed that the bandwagon effect (X1) and digital payments (X2) partially had a significant effect on purchasing decisions (Y), while income (X3) partially had no significant effect on purchasing decisions (Y). Then the bandwagon effect (X1), digital payments (X2), and income (X3) simultaneously influence purchasing decisions (Y).

English Abstract

Antusiasme terhadap Korean Wave terus meningkat. Hal ini juga berlaku di Indonesia sehingga tingkat konsumsi masyarakat terhadap produk yang terkait dengan Korean Wave bisa mencapai lebih dari 20 juta setiap tahunnya. Fenomena ini jika tidak disikapi dengan baik tentu berpotensi meningkatkan tingkat konsumsi, bahkan menghilangkan rasa nasionalisme masyarakat terhadap produk dalam negeri. Oleh karena itu, penelitian ini bertujuan untuk mengetahui pengaruh beberapa faktor yang dianggap mendorong keputusan pembelian, seperti bandwagon effect, pembayaran digital, dan pendapatan terhadap keputusan pembelian untuk produk-produk yang berhubungan dengan Korean Wave (Hallyu). Penelitian ini merupakan penelitian kuantitatif deskriptif dimana metode pengumpulan data dilakukan dengan menyebarkan kuesioner kepada individu yang dikategorikan sebagai Generasi Z yang memiliki ketertarikan terhadap Korean Wave dengan jumlah sampel sebanyak 150 orang. Data yang diperoleh kemudian diolah dan diuji menggunakan metode regresi logistik biner dengan metode Uji Wald untuk mengetahui pengaruh secara parsial dan Uji Statistik G untuk mengetahui pengaruh secara simultan. Hasil penelitian menunjukkan bahwa bandwagon effect (X1) dan pembayaran digital secara parsial berpengaruh signifikan terhadap keputusan pembelian (Y), sedangkan pendapatan (X3) secara parsial tidak berpengaruh signifikan terhadap keputusan pembelian (Y). Kemudian, bandwagon effect (X1), pembayaran digital (X2), dan pendapatan (X3) secara simultan berpengaruh terhadap keputusan pembelian (Y).

Item Type:	Thesis (Sarjana)
Identification Number:	:0523020471
Uncontrolled Keywords:	keputusan pembelian; Korean Wave; bandwagon effect; pembayaran digital; pendapatan.
Subjects:	300 Social sciences > 330 Economics
Divisions:	Fakultas Ekonomi dan Bisnis > Ilmu Ekonomi
Depositing User:	Unnamed user with username nova
Date Deposited:	28 Dec 2023 03:02
Last Modified:	28 Dec 2023 03:02
URI:	http://repository.ub.ac.id/id/eprint/205819

Text (DALAM MASA EMBARGO) Rachel Millenia Lumban Gaol.pdf Restricted to Registered users only until 31 December 2025. Download (3MB)

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