<![CDATA[ABSTRAKPenelitian ini bertujuan untuk menguji pengaruh Brand Switching dan Daya Tarik Iklan terhadap Minat Pembelian Produk dan Korean Wave sebagai pemoderasi. Populasi dalam penelitian ini adalah para penggemar Korean Wave yang ada di Indonesia. Teknik pengambilan sampel menggunakan metode Random Sampling. Jumlah Data sebesar 130 responden yang diambil melalui kuesioner dengan menggunakan analisis data partial least square (PLS). Metode kelayakan penentuan jumlah resopnden yang digunakan ialah metode hair. Berdasarkan uji statistik maka didapatkan hasil dari penelitian ini, pertama, Brand Switching berpengaruh signifikan terhadap Minat Pembelian Produk dengan yang artinya berdasarkan hal tersebut hipotesis dalam penelitian ini diterima. Kedua,Daya Tarik Iklan tidak berpengaruh signifikan terhadap Minat Pembelian Produk, yang artinya berdasarkan hal tersebut hipotesis dalam penelitian ini ditolak. Ketiga, Korean Wave berpengaruh signifikan terhadap Minat Pembelian Produk, yang artinya berdasarkan hal tersebut hipotesis dalam penelitian ini diterima. Keempat, Korean Wave dapat memoderasi Brand Switching terhadap Minat Pembelian Produk, yang artinya berdasarkan hal tersebut hipotesis 4 dalam penelitian ini diterima.Kelima, Korean Wave dapat memoderasi Daya Tarik Iklan terhadap Minat Pembelian Produk, yang artinya berdasarkan hal tersebut hipotesis 5 dalam penelitian diterima.Kata Kunci : Brand Switching, Daya Tarik Iklan, Minat Pembelian Produk dan Korean Wave ABSTRACTThis research aims to test the influence of Brand Switching and Advertising Attractiveness on Product Purchase Interest and Korean Wave as moderating. The population in this study is Korean Wave enthusiasts in Indonesia. Sampling techniques using Random Sampling method. Total Data of 130 respondents taken through questionnaire using partial least square data analysis (PLS). The feasibility method of determining the amount of resopnden used is the hair method.Based on statistical tests, obtained the results of this research, first, Brand Switching has a significant influence on the Interest in Product Purchase with which means based on the hypothesis in this research is accepted. Second, the attractiveness of advertising has no significant effect on product purchase interest, which means that based on this hypothesis in this study is rejected. Third, Korean Wave has a significant influence on The Interest in Product Purchase, which means that based on this hypothesis in this study is accepted. Fourth, Korean Wave can moderate Brand Switching to Product Purchase Interest, which means based on that hypothesis 4 in this study is accepted. Fifth, Korean Wave can moderate the Attractiveness of Advertising to Product Purchase Interest, which means based on that hypothesis 5 in the study was accepted.Key Word : Brand Switching, Ads Attraction, Purchase Interest And Korean Wave Products]]>
