Please use this identifier to cite or link to this item:
http://repository.ipb.ac.id/handle/123456789/154445
Full metadata record
DC Field | Value | Language |
---|---|---|
dc.contributor.advisor | Harmini | - |
dc.contributor.author | Umar, Muhammad Rayhan | - |
dc.date.accessioned | 2024-07-22T02:11:54Z | - |
dc.date.available | 2024-07-22T02:11:54Z | - |
dc.date.issued | 2024 | - |
dc.identifier.uri | http://repository.ipb.ac.id/handle/123456789/154445 | - |
dc.description.abstract | Meningkatnya tren budaya Korea dan oleh popularitas konten drama dan musik asal Korea Selatan di Indonesia telah membuat produk-produk Korea seperti makanan, fashion, dan kosmetik masuk ke pasar Indonesia. Salah satu produk makanan Korea Selatan yang memiliki peluang pasar di Indonesia adalah kimchi. Kimchi sudah beredar pada pasar Indonesia melalui supermarket ataupun marketplace. Penelitian ini secara khusus bertujuan untuk menganalisis pengaruh ketertarikan pada budaya Korea terhadap niat pembelian kimchi, dengan berlandaskan teori perilaku terencana. Penelitian ini menggunakan data primer dari 141 responden di Jakarta yang didapatkan melalui penyebaran kuesioner secara daring. Melalui metode analisis PLS-SEM, hasil penelitian menunjukkan bahwa variabel ketertarikan pada budaya Korea, sikap, dan norma subjektif berpengaruh positif dan signifikan terhadap niat pembelian kimchi. Untuk meningkatkan niat pembelian kinchi, produsen disarankan untuk fokus kepada peningkatan brand image kimchi, dan dengan menggunakan elemen-elemen budaya Korea dalam program pemasarannya. | - |
dc.description.abstract | The increasing trend of Korean culture and the popularity of Korean content, particularly dramas and music, in Indonesia have led Korean products such as food, fashion, and cosmetics to enter the Indonesian market. One of the Korean products that has market potential in Indonesia is kimchi. Kimchi is already available in Indonesian markets through supermarkets and online marketplaces. This research specifically aims to analyze the influence of interest in Korean culture on the intention to purchase kimchi, based on the Theory of Planned Behavior. The research uses primary data from 141 respondents in Jakarta, collected through online questionnaires. Through PLS-SEM analysis, the results show that variables such as interest in Korean culture, attitude, and subjective norms have a positive and significant influence on the intention to purchase kimchi. To increase the intention to purchase kimchi, producers are recommended to focus on enhancing the brand image of kimchi and using Korean cultural elements in their marketing programs. | - |
dc.description.sponsorship | null | - |
dc.language.iso | id | - |
dc.publisher | IPB University | id |
dc.title | Pengaruh Ketertarikan pada Budaya Korea terhadap Niat Pembelian Kimchi di Kota Jakarta | id |
dc.title.alternative | The Influence of Interest in Korean Culture on Purchase Intention of Kimchi in Jakarta | - |
dc.type | Skripsi | - |
dc.subject.keyword | PLS-SEM | id |
dc.subject.keyword | kimchi | id |
dc.subject.keyword | budaya korea | id |
dc.subject.keyword | niat pembelian | id |
Appears in Collections: | UT - Agribusiness |
Files in This Item:
File | Description | Size | Format | |
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cover_H3401201127_cfd49c1405b94682aa0e49616671981e.pdf | Cover | 899.07 kB | Adobe PDF | View/Open |
fulltext_H3401201127_d55636569c964307b608329aac303845.pdf Restricted Access | Fulltext | 1.23 MB | Adobe PDF | View/Open |
lampiran_H3401201127_31428b2544b240e3867142f6139fd40b.pdf Restricted Access | Lampiran | 643.28 kB | Adobe PDF | View/Open |
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