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Korean wave in Malaysia: A study on purchasing behaviour of Malaysian youth

The popularity of Korean Wave has a great impact on audience’s behaviour, attitudes and intentions. The global Korean wave has had a significant impact on brand marketing. Therefore, it is important to study on the consumer purchasing behaviour. This study focuses on the purchasing behaviour of buyi...

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Main Author: Tan, Xuan Ni
Format: Final Year Project / Dissertation / Thesis
Published: 2023
Subjects:
HE Transportation and Communications
Online Access:http://eprints.utar.edu.my/6120/1/TAN_XUAN_NI_1905416.pdf
http://eprints.utar.edu.my/6120/
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spelling my-utar-eprints.61202023-11-27T19:05:38Z Korean wave in Malaysia: A study on purchasing behaviour of Malaysian youth Tan, Xuan Ni HE Transportation and Communications The popularity of Korean Wave has a great impact on audience’s behaviour, attitudes and intentions. The global Korean wave has had a significant impact on brand marketing. Therefore, it is important to study on the consumer purchasing behaviour. This study focuses on the purchasing behaviour of buying Korean products among Malaysian youth. Hence, this study uses quantitative survey to study the influence of Korean Wave and factors of purchase decision making among them. An online survey questionnaire is designed and distributed to 50 Malaysian youth aged between 18 to 28 years old, who experienced Korean Wave before through Google form. The major finding of this study is Korean Wave influence people positively in terms of behaviour and thoughts. In terms of buying behaviour, one of the significant result is idol effect has great impacts on consumers to buy Korean goods. The taste of Korean food is important as consumers consider to purchase Korean food because the food is tasty and suits their taste buds. While buying beauty products, consumers concern on the quality, satisfaction, and good reputation of the brands the most. 2023 Final Year Project / Dissertation / Thesis NonPeerReviewed application/pdf http://eprints.utar.edu.my/6120/1/TAN_XUAN_NI_1905416.pdf Tan, Xuan Ni (2023) Korean wave in Malaysia: A study on purchasing behaviour of Malaysian youth. Final Year Project, UTAR. http://eprints.utar.edu.my/6120/
institution Universiti Tunku Abdul Rahman
building UTAR Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Tunku Abdul Rahman
content_source UTAR Institutional Repository
url_provider http://eprints.utar.edu.my
topic HE Transportation and Communications
spellingShingle HE Transportation and Communications
Tan, Xuan Ni
Korean wave in Malaysia: A study on purchasing behaviour of Malaysian youth
description The popularity of Korean Wave has a great impact on audience’s behaviour, attitudes and intentions. The global Korean wave has had a significant impact on brand marketing. Therefore, it is important to study on the consumer purchasing behaviour. This study focuses on the purchasing behaviour of buying Korean products among Malaysian youth. Hence, this study uses quantitative survey to study the influence of Korean Wave and factors of purchase decision making among them. An online survey questionnaire is designed and distributed to 50 Malaysian youth aged between 18 to 28 years old, who experienced Korean Wave before through Google form. The major finding of this study is Korean Wave influence people positively in terms of behaviour and thoughts. In terms of buying behaviour, one of the significant result is idol effect has great impacts on consumers to buy Korean goods. The taste of Korean food is important as consumers consider to purchase Korean food because the food is tasty and suits their taste buds. While buying beauty products, consumers concern on the quality, satisfaction, and good reputation of the brands the most.
format Final Year Project / Dissertation / Thesis
author Tan, Xuan Ni
author_facet Tan, Xuan Ni
author_sort Tan, Xuan Ni
title Korean wave in Malaysia: A study on purchasing behaviour of Malaysian youth
title_short Korean wave in Malaysia: A study on purchasing behaviour of Malaysian youth
title_full Korean wave in Malaysia: A study on purchasing behaviour of Malaysian youth
title_fullStr Korean wave in Malaysia: A study on purchasing behaviour of Malaysian youth
title_full_unstemmed Korean wave in Malaysia: A study on purchasing behaviour of Malaysian youth
title_sort korean wave in malaysia: a study on purchasing behaviour of malaysian youth
publishDate 2023
url http://eprints.utar.edu.my/6120/1/TAN_XUAN_NI_1905416.pdf
http://eprints.utar.edu.my/6120/
_version_ 1784518929159290880
score 13.211869

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