The Influence of the Korean Wave and Advertising Tagline on the Purchase Decision of Lemonilo Spicy Korean Daebak Flavor in Malang and Surrounding Areas

Authors

  • Catharina Aprilia Hellyani Universitas Ma Chung Malang
  • Hartomy Akbar Basory Universitas Ma Chung Malang
  • Syadzalina Bilqis Universitas Ma Chung Malang

DOI:

https://doi.org/10.55927/eajmr.v3i8.10513

Keywords:

Korean Wave, Tagline, Purchase Decision

Abstract

This study aims to analyze the effect of Korean wave, and taglines on purchasing decisions for Korean spicy lemonilo noodles. The Korean wave triggers public interest in buying these products, which has an impact on purchasing decisions. The Korean Spicy Lemonilo Noodle product also uses a Tagline strategy in its product advertisements which has the hastag #PedasnyaDaebak. This study aims to analyze the influence of Korean wave and tagline on purchasing decisions for Lemonilo Spicy Korean Taste Spicy Daebak in Malang and its surroundings. The research was conducted on respondents who had bought and consumed Korean spicy lemonilo noodles as many as 272 respondents. This study uses primary data and data collection is done by survey via Google Form. The type of research used is quantitative and explanatory research methods. The results of this study indicate that Korean Wave and Tagline have a simultaneous positive influence on purchasing decisions for Korean Spicy Lemonilo in Malang and surrounding areas.

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Published

2024-08-31

How to Cite

Hellyani, C. A., Basory, H. A. ., & Bilqis, S. . (2024). The Influence of the Korean Wave and Advertising Tagline on the Purchase Decision of Lemonilo Spicy Korean Daebak Flavor in Malang and Surrounding Areas. East Asian Journal of Multidisciplinary Research, 3(8), 3851–3870. https://doi.org/10.55927/eajmr.v3i8.10513

Issue

Vol. 3 No. 8 (2024): August 2024

Section

Articles

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Copyright (c) 2024 Catharina Aprilia Hellyani, Hartomy Akbar Basory, Syadzalina Bilqis

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