SKRIPSI: Pengaruh Korean Wave dan Citra Merek terhadap Keputusan Pembelian di Bunju Café dan Mart melalui Minat Beli sebagai Variabel Intervening

APRIANI, Lina Prastika (2025) SKRIPSI: Pengaruh Korean Wave dan Citra Merek terhadap Keputusan Pembelian di Bunju Café dan Mart melalui Minat Beli sebagai Variabel Intervening. Masters thesis, STIM YKPN Yogyakarta.

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Abstract

This study aims to determine the direct effects of the Korean wave and brand image on purchase intention, as well as the direct effects of the Korean wave, brand image, and purchase intention on purchasing decisions. Additionally, this research seeks to identify the indirect effects of the Korean wave and brand image on purchasing decisions through purchase intention. The research was conducted at Bunju Café & Mart. This is a quantitative study, with the population comprising all consumers of Bunju Café & Mart, and the sample was selected using the purposive sampling method. The sample size in this study was 95 respondents. The analysis technique used is path analysis and Sobel test using IBM SPSS Statistics 25. The results of the study indicate that the Korean wave and brand image have a significant positive effect on purchase intention. Furthermore, the Korean wave, brand image, and purchase intention also have a significant positive effect on purchasing decisions. Purchase intention mediates the relationship between the Korean wave and brand image on purchasing decisions.

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