The Impact of Korean Idol Related’s Characteristics Towards Customers’ Purchase Intention in Indonesia: The Mediating Role of Idol as Human Brand Attachment

Abstract

Customer purchase intention is important to understand and analyze target customers’ preferences as it relates to their desire on purchasing a product. In Indonesia, the popularity of Korean Pop and Dramas impacts many Indonesian women which leads them to imitate and imply Korean cultures in their daily life after gaining attachment to their idols. Due the fact that fans would likely imitate their idols, which leads to a high consumptive behavior, the current research aims to analyze the impact of Korean idols’ characteristics and attachment towards the product purchase intention in Indonesia. The novelty of this study is indicated by focusing its respondents to Indonesian people which has not been discussed by many researchers on earlier studies regarding this topic. This study also implemented Social Identity Theory to understand fans’ behavior. In this study, a quantitative survey was applied using a questionnaire to gather data aiming a minimum 193 responses from K-Pop fans residing in the Greater Jakarta region, aged between 15-35 years old, and have an interest in products that are related to Korean Idol. The data collected were validated using PLS-SEM. This study also aims to help the creative business industry, government, and future research to gain further insights regarding the problems and examine aspects which are beneficial to increase the purchase intention of potential customers of Indonesian businesses.