Korean Wave Influence Through Cultural Attachment on Customers’ Intention To Choose Banking Products In Indonesia
Keywords:
Korean Wave, Cultural Attachment, Brand Awareness, Brand Image, Banking Intention
Abstract
This study aims to examine the influence of the Korean Wave phenomenon from the perspective of cultural attachment on customers’ intention to choose banking products in Indonesia. The research also investigates the mediating roles of brand awareness and brand image in this relationship. The findings reveal that cultural attachment significantly influences both brand awareness and brand image, which in turn have a positive effect on customers’ intention to choose banking products. Furthermore, both brand awareness and brand image serve as partial mediators between cultural attachment and behavioral intention. This research offers a novel contribution by contextualizing cultural attachment as a driving force of consumer behavior in the financial services sector, an area previously underexplored. The study recommends that banks strategically integrate cultural elements such as the Korean Wave into their marketing communications to appeal to younger consumers, enhance brand perception, and strengthen customer engagement in a competitive marketplace.References
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Suryani, T., Fauzi, A. A., & Nurhadi, M. (2021). Enhancing brand image in the digital era: Evidence from small and medium-sized enterprises (SMEs) in Indonesia. Gadjah Mada International Journal of Business, 23(3), 314–340.
Wu, P. C. S., Yeh, G. Y.-Y., & Hsiao, C.-R. (2011). The effect of store image and service quality on brand image and purchase intention for private label brands. Australasian Marketing Journal, 19(1), 30–39.
Afiani, D. N., Pauzy, D. M., & Risana, D. (2024). The Influence Of Korean Wave Brand Ambassadors, Brand Image And Brand Awareness On The Purchase Decision Of Somethinc Products (Survey on Somethinc Product Consumers in Tasikmalaya City). Journal of Management, Economic, and Accounting, 3(2), 389–402.
Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial least squares structural equation modeling (PLS-SEM) using R: A workbook. Springer Nature.
Ko, E., Kim, E. Y., & Lee, E. K. (2009). Modeling consumer adoption of mobile shopping for fashion products in Korea. Psychology & Marketing, 26(7), 669–687.
Lim, S., Seetaram, N., Hosany, S., & Li, M. (2023). Consumption of pop culture and tourism demand: Through the lens of herding behaviour. Annals of Tourism Research, 99. https://doi.org/10.1016/j.annals.2023.103531
Luo, T., Mohamed, A. E., & Yusof, N. S. (2023). THE EFFECT OF CULTURAL ATTACHMENT ON PERCEIVED IMAGE OF SOJOURN DESTINATION: AN EVIDENCE FROM CHINESE DESCENT STUDENTS OF ASEAN COMING TO GUANGXI, CHINA. International Journal of Professional Business Review, 8(4). https://doi.org/10.26668/businessreview/2023.v8i4.1480
Suryani, T., Fauzi, A. A., & Nurhadi, M. (2021). Enhancing brand image in the digital era: Evidence from small and medium-sized enterprises (SMEs) in Indonesia. Gadjah Mada International Journal of Business, 23(3), 314–340.
Wu, P. C. S., Yeh, G. Y.-Y., & Hsiao, C.-R. (2011). The effect of store image and service quality on brand image and purchase intention for private label brands. Australasian Marketing Journal, 19(1), 30–39.
Published
2025-12-13
How to Cite
Suryani, T., & Rhamadhan, R. (2025). Korean Wave Influence Through Cultural Attachment on Customers’ Intention To Choose Banking Products In Indonesia. Kontigensi : Jurnal Ilmiah Manajemen, 13(2), 686-690. https://doi.org/10.56457/jimk.v13i2.805
Section
Articles
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