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All Journal Bricolage : Jurnal Magister Ilmu Komunikasi
Irsan, Dimas Maulana
Master of Sustainable Tourism, Graduate School, Padjadjaran University
Arts Humanities Languange, Linguistic, Communication & Media Social Sciences

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Hallyu pop culture and the motivation of generation z in visiting South Korea Irsan, Dimas Maulana; Khadijah, Ute Lies Siti Khadijah; Saefullah, Kurniawan; Novianti, Evi
Bricolage : Jurnal Magister Ilmu Komunikasi Vol 10, No 2 (2024): Accredited by Kemenristekdikti RI SK No.152/E/KPT/2023
Publisher : Universitas Bunda Mulia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30813/bricolage.v10i2.5365

Abstract

Popular culture is known to have an influence in building human behavioral intentions. Moreover, now, popular culture from South Korea or often referred to as "Hallyu" has become a phenomenon among Generation Z in Indonesia. Along with the "Hallyu" phenomenon that is occurring, data shows that there is an increase in the tourist trend to South Korea. This then raises the question of whether there is an influence of "Hallyu" on intentions to visit South Korea. Thus, this research aims to build a model and find out the influence of involvement in South Korean popular culture on the formation of intentions to visit South Korea. Data collection was carried out by distributing questionnaires online to 361 respondents from the population who like "Hallyu" popular culture in West Java. The data collected was then analyzed using Structural Equation Modeling (SEM). The findings of this research indicate that visiting intentions can be built by factors involving South Korean popular culture. Situational involvement has a significant influence on the formation of individual visiting intentions, but lasting involvement does not have a significant influence.
Co-Authors Khadijah, Ute Lies Siti Khadijah Kurniawan Saefullah Novianti, Evi