Pengaruh Sikap, Inspirasi K-Pop, dan Inspirasi K-Drama terhadap Niat berperilaku Budaya Korea pada Generasi Z di Kota Bekasi

Munthe, Nofita (2025) Pengaruh Sikap, Inspirasi K-Pop, dan Inspirasi K-Drama terhadap Niat berperilaku Budaya Korea pada Generasi Z di Kota Bekasi. Sarjana (S1) thesis, STIE Tri Bhakti.

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Abstract

This study aims to examine the influence of Attitude, K-Pop Inspiration, and K-Drama Inspiration on the Intention to Engage in Korean Cultural Behavior among Generation Z in Bekasi City. This research employed a quantitative design. The population in this study consisted of individuals categorized as Generation Z who reside in Bekasi City and have an interest in Korean Wave content exposure, with a total sample of 170 respondents. The sampling technique used was purposive sampling, with criteria including respondents from Generation Z (1997–2012), being fans of the Korean Wave, and residing in Bekasi City. The results of the partial test (t-test) at a 5% significance level show a significance value of 0.000 < 0.05, indicating that Attitude has a positive and significant influence on the intention to engage in Korean cultural behavior. The partial test (t-test) also shows a significance value of 0.029 < 0.05, meaning that K-Pop Inspiration has a positive and significant influence on the intention to engage in Korean cultural behavior. Furthermore, the partial test (t-test) shows a significance value of 0.003 < 0.05, indicating that K-Drama Inspiration has a positive and significant influence on the intention to engage in Korean cultural behavior. The simultaneous test (f-test) at a 5% significance level shows a significance value of 0.000 < 0.05, indicating that Attitude, K-Pop Inspiration, and K-Drama Inspiration collectively influence the intention to engage in Korean cultural behavior among Generation Z in Bekasi City. The results of the coefficient of determination test show an R Square value of 0.504 or 50.4%, which indicates that the variables Attitude, K-Pop Inspiration, and K-Drama Inspiration contribute 50.4% in influencing the behavioral intention toward Korean culture, while the remaining 49.6% is influenced by other variables outside this study.

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