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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| Format: | Final Year Project / Dissertation / Thesis |
| Published: |
2023
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| Online Access: | http://eprints.utar.edu.my/6120/ http://eprints.utar.edu.my/6120/1/TAN_XUAN_NI_1905416.pdf |
| _version_ | 1848886596298866688 |
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| author | Tan, Xuan Ni |
| author_facet | Tan, Xuan Ni |
| author_sort | Tan, Xuan Ni |
| building | UTAR Institutional Repository |
| collection | Online Access |
| 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. |
| first_indexed | 2025-11-15T19:41:00Z |
| format | Final Year Project / Dissertation / Thesis |
| id | utar-6120 |
| institution | Universiti Tunku Abdul Rahman |
| institution_category | Local University |
| last_indexed | 2025-11-15T19:41:00Z |
| publishDate | 2023 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | utar-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/ |
| spellingShingle | HE Transportation and Communications Tan, Xuan Ni Korean wave in Malaysia: A study on purchasing behaviour of Malaysian youth |
| title | 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_short | 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 |
| topic | HE Transportation and Communications |
| url | http://eprints.utar.edu.my/6120/ http://eprints.utar.edu.my/6120/1/TAN_XUAN_NI_1905416.pdf |