mata788 PERMATA123 PERJAKA188 slot88resmi slot88resmi hati108 login Situs toto warga123 RAJAINDO permata123 Akunbos PERMATA123 jokijp slot88resmi slot88jp https://kl108gambar.com https://kl108gambar.com BMW777 Slot gacor seni108 hoki88 seni108

Vol. 1 No. 1 (2023)
Articles

Does Pop Culture Trend Drives Brand Awareness on Purchase Intention? A Case Study of the Squid Game Movie Series on Dalgona Candy

PDF
  • Marsha Rachmanda Putri,
  • Atik Aprianingsih,
  • Jovanska Arfianda Imran,
  • Rahmat Ridlo Aminuddin
Marsha Rachmanda Putri
magister student
Atik Aprianingsih
Sekolah Bisnis dan Manajemen, Institut Teknologi Bandung
Jovanska Arfianda Imran
Sekolah Bisnis dan Manajemen, Institut Teknologi Bandung
Rahmat Ridlo Aminuddin
Sekolah Bisnis dan Manajemen, Institut Teknologi Bandung
DOI: https://doi.org/10.58229/jims.v1i1.16

Published 2023-07-21

Keywords

  • Pop Culture Trend Theory,
  • Purchase Intention,
  • Brand Awareness,
  • Dalgona Candy,
  • Multiple Regression

How to Cite

Rachmanda Putri, M., Aprianingsih, A., Imran, J. A., & Aminuddin, R. R. (2023). Does Pop Culture Trend Drives Brand Awareness on Purchase Intention? A Case Study of the Squid Game Movie Series on Dalgona Candy. Journal Integration of Management Studies, 1(1), 31–40. https://doi.org/10.58229/jims.v1i1.16

Abstract

This study investigated the inclination between the pop culture trend of squid game movies to Dalgona candy purchase intention. The statistical population includes millennials familiar with Korean drama and those who watched the Squid Game movie series in particular. 130 people were selected by random sampling to respond to a research questionnaire. Variables were analyzed by multiple regression analysis using validity and reliability measurement through Cronbach's alpha from SPSS and RStudio to find the intercept between brand awareness and trend theory variables. Findings stated that both variables positively impact Dalgona Candy Purchase Intention. However, The variable of Trend Theory does not have a significant impact on Dalgona Candy Purchase Intention. Meanwhile, brand awareness is not the key to purchase intention despite having a positive effect.

PDF

References

  1. A. Maghfiroh, Z. Arifin, Sunari. 2014. “Pengaruh Citra Merek Terhadap Minat Beli Dan Keputusan Pembelian.” Jurnal Administrasi Bisnis (JAB) 40(1):132–40.
  2. Bryhn, Andreas C., and Peter H. Dimberg. 2011. "An Operational Definition of a Statistically Meaningful Trend." PLoS ONE 6(4).
  3. Dabbous, Amal, and Karine Aoun Barakat. 2020. "Bridging the Online Offline Gap: Assessing the Impact of Brands' Social Network Content Quality on Brand Awareness and Purchase Intention." Journal of Retailing and Consumer Services 53(November 2018):101966. doi: 10.1016/j.jretconser.2019.101966.
  4. Huang, Rong, and Emine Sarigöllü. 2012. "How Brand Awareness Relates to Market Outcome, Brand Equity, and the Marketing Mix." Journal of Business Research 65(1):92–99. doi: 10.1016/j.jbusres.2011.02.003.
  5. Picaully, Maria Regina. 2018. “Pengaruh Kepercayaan Pelanggan Terhadap Niat Pembelian Gadget Di Shopee Indonesia.” Jurnal Manajemen Maranatha 18(1):31–40. doi: 10.28932/jmm.v18i1.1094.
  6. Resti Prastiwi, Francisca Triyana, Christina Sri Ratnaningsih, Irany Windhyastiti, and Umu Khouroh. 2020. “Analisis Pengaruh Tren Budaya, Brand Ambassador Dan Harga Terhadap Purchase Intention.” Jurnal Bisnis Dan Manajemen 7(1):55–60. doi: 10.26905/jbm.v7i1.4222.
  7. Rezvani, Samin, Goodarz Javadian Dehkordi, Muhammad Sabbir Rahman, Firoozeh Fouladivanda, Mahsa Habibi, and Sanaz Eghtebasi. 2012. "A Conceptual Study on the Country of Origin Effect on Consumer Purchase Intention." Asian Social Science 8(12):205–15. doi: 10.5539/ass.v8n12p205.
  8. Riptiono, Sulis. 2019. "Does Islamic Religiosity Influence Female Muslim Fashion Trend Purchase Intention? An Extended of Theory of Planned Behavior." Iqtishadia 12(1):12. doi: 10.21043/iqtishadia.v12i1.4384.
  9. Albaum, G. (1997). The Likert Scale Revisited. Market Research Society. Journal., 39(2), 1–21. https://doi.org/10.1177/147078539703900202
  10. Burström, T., Lahti, T., Parida, V., Wartiovaara, M., & Wincent, J. (2023). A definition, review, and extension of global ecosystems theory: Trends, architecture and orchestration of global VCs and mechanisms behind unicorns. Journal of Business Research, 157. https://doi.org/10.1016/j.jbusres.2022.113605
  11. Dabbous, A., & Barakat, K. A. (2020). Bridging the online-offline gap: Assessing the impact of brands' social network content quality on brand awareness and purchase intention. Journal of Retailing and Consumer Services, 53, 101966. https://doi.org/10.1016/j.jretconser.2019.101966
  12. Hair, 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. Springer International Publishing. https://doi.org/10.1007/978-3-030-80519-7
  13. Krishnamurthy, S., & Kucuk, S. U. (2009). Anti-branding on the internet. Journal of Business Research, 62(11), 1119–1126. https://doi.org/10.1016/j.jbusres.2008.09.003
  14. Prawira, N. G., Susanto, E., Fitriani, M., & Prawira, A. (2023). Visual Branding on Indonesian Tourism Destinations : Does It Affect Tourists ? ABAC Journal, 43(1), 1–17. https://doi.org/10.14456/abacj.2023.4
  15. Turóczy, Z., & Marian, L. (2012). Multiple Regression Analysis of Performance Indicators in the Ceramic Industry. Procedia Economics and Finance, 3, 509–514. https://doi.org/10.1016/s2212-5671(12)00188-8
  16. Watson, G. F., Worm, S., Palmatier, R. W., & Ganesan, S. (2015). The Evolution of Marketing Channels: Trends and Research Directions. In Journal of Retailing (Vol. 91, Issue 4, pp. 546–568). Elsevier Ltd. https://doi.org/10.1016/j.jretai.2015.04.002
  17. Xu, J., & Duan, Y. (2020). Pricing, ordering, and quick response for online sellers in the presence of consumer disappointment aversion. Transportation Research Part E: Logistics and Transportation Review, 137(March), 101925. https://doi.org/10.1016/j.tre.2020.101925