Nabila Jihan Shakina, . (2025) PENGARUH KOREAN WAVE, DIGITAL MARKETING, DAN PRICE TERHADAP PURCHASE DECISIONS ALBUM FISIK K-POP DI JABODETABEK. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This study aims to analyse and prove the influence of the Korean Wave, Digital Marketing, and Price on Purchase Decisions for physical K-Pop albums in Jabodetabek. This study uses a quantitative approach with data collection methods through questionnaires distributed online. The population in this study consisted of active fans of K-Pop bands, aged over 17 years, residing in Jabodetabek, who had purchased at least one physical album, and who were not resellers or sellers. The sample size in this study was 144 respondents, with sampling using purposive sampling techniques. Data analysis was conducted using the Partial Least Squares Structural Equation Modelling (PLS-SEM) method with SmartPLS version 4.1.1.2 software. The results showed that the Korean Wave, Digital Marketing, and Price had an influence on Purchase Decisions for physical K-Pop albums in Jabodetabek.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2210111205] [Pembimbing: Pusporini] [Penguji 1: Risty Rahma Dafina] [Ketua Penguji: Miguna Astuti] |
| Uncontrolled Keywords: | Digital Marketing, Korean Wave, Price, Purchase Decision |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce H Social Sciences > HM Sociology M Music and Books on Music > M Music |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | NABILA JIHAN SHAKINA |
| Date Deposited: | 17 Mar 2026 02:18 |
| Last Modified: | 17 Mar 2026 02:18 |
| URI: | http://repository.upnvj.ac.id/id/eprint/42033 |
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