Peran Atribut Affection, Affinity, dan Familism pada Drama terhadap Sikap Konsumen, Niat Perilaku Konsumen, dan Citra Negara

Deskripsi

South Korea's visual media content, namely drama, has high popularity in Indonesia. Through this study, researchers examine what attributes of South Korean dramas that can affect consumer attitudes, perceived national image, and consumer behavioral intention such as acceptance of intentions towards Korean visual media contents, intention to purchase drama-related products, and intention to visit drama destinations. destinations. This study found that affection and affinity have a positive influence towards consumer attitudes and behavioral intention as well as a positive image of South Korea. However, the familism attribute was not found to have a significant effect in this study..Ada Tabel