Pengaruh Korean Wave dan Gaya Hidup Hedonis terhadap Keputusan Pembelian Album Official BTS (Studi pada ARMY Indonesia)
DOI:
https://doi.org/10.26740/jim.v10n1.p148-159Kata Kunci:
BTS, hedonic lifestyle, Korean Wave, purchasing decisionAbstrak
The Covid-19 pandemic has caused the entertainment industry suffering from delays in activities including concerts and album release. One of the entertainment industries that can survive is the K-Pop industry. Entertainment agencies in South Korea are experiencing intense competition in releasing new albums due to concert delays. This can be seen from album sales in 2020 which increased by 64% compared to the previous year. The existence of this K-Pop trend makes fans even more seeking pleasure by spending their money to buying albums from idol group they admire. The purpose of the research to analyze the effect of Korean Wave and hedonic lifestyle on purchase decision for BTS official album on ARMY Indonesia. This study uses a sample of 200 respondents, namely ARMY Indonesia who had purchased BTS official album with an age range of 16 to 35 years. The sampling method is judgmental sampling with a likert scale as a measuring instrument. The analysis in this study uses a multiple linier regression equation model. The result showed that the variables of Korean Wave and hedonic lifestyle had a positive and significant effect on purchasing decisions. This research is expected to be used by Big Hit Entertainment to redesign their companies' marketing strategies by paying attention to the Korean Wave and hedonistic lifestyle.
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