Pengaruh Korean Wave, Pengetahuan Konsumen, dan Persepsi Harga terhadap Keputusan Pembelian Mie Samyang Green di Komunitas K-Pop Surabaya

Meningkatnya popularitas Korean Wave di Indonesia mendorong konsumsi berbagai produk Korea Selatan, termasuk Mie Samyang Green. Keputusan pembelian menjadi indikator penting dalam memahami perilaku konsumen terhadap produk Korea, yang dapat dipengaruhi oleh faktor seperti Korean Wave, Pengetahuan Konsumen, dan Persepsi Harga.yPenelitian ini bertujuan untuk menganalisis pengaruh Korean Wave, Pengetahuan Konsumen, dan Persepsi Harga terhadap Keputusan Pembelian Mie Samyang Green pada komunitas di K-pop Surabaya.5Penelitian ini menggunakan metode pendekatan kuantitatif. Sebanyak 100 responden dipilih melalui teknik purposive sampling, dan data dikumpulkan menggunakan kuesioner, kemudian dianalisis dengan bantuan SPSS versi 25. Hasil penelitian menunjukkan bahwa secara parsial, variabel Korean Wave, Pengetahuan Konsumen, dan Persepsi Harga berpengaruh positif dan signifikan terhadap Keputusan Pembelian Mie Samyang Green di Komunitas K-pop Surabaya. Selain itu, secara simultan ketiga variabel tersebut juga berpengaruh signifikan terhadap Keputusan Pembelian. Temuan ini menunjukkan bahwa pengaruh budaya Korea, tingkat pengetahuan konsumen terhadap produk, serta persepsi1harga menjadi faktor penting dalam mendorong keputusan pembelian Mie Samyang Green pada komunitas K-pop di Surabaya.

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Theigrowing popularity of the Korean Wave in Indonesia has contributed to the increasing consumption of various South Korean products, including Samyang Green Noodles. Purchase decision is an important indicator for understanding consumer behavior toward Korean products and may be influenced by factors such as the Korean Wave, consumer knowledge, and price perception. This study aims to analyze the influence of the Korean Wave, consumer knowledge, and price perception on the purchase decision of Samyang Green Noodles among the K-pop community in Surabaya. This study employed a quantitative. A total of 100 respondents were selected through purposive sampling. Data were collected using a questionnaire and analyzed with SPSS version 25. The findings indicate that, individually, the Korean Wave, consumer knowledge, and price perception each have a positive and statistically significant influence on the purchase decision of Samyang Green Noodles among the K-pop community in Surabaya. Simultaneously,2these three variables also have a significant influence on purchase decision. These findings suggest that the influence of Korean popular culture, consumers' knowledge of the product, and positive price perceptions are important factors in encouraging the purchase decision of Samyang Green Noodles among members of the K-pop community in Surabaya.