Fanaticism, Korean Wave, Brand Ambassadors, and Product Quality Affect Customer Satisfaction of Nacific K-Beauty Products

Tania Permata Yanra ; Andala Rama Putra Barusman
International Journal of Management and Strategic... 📅 2026 Vol 3, No 1 🔗 DOI: 10.61132/greeninflation.v3i1.651
Abstract
The study try to investigate what influences ATINY, followers of the South Korean idol group ATEEZ, about customer satisfaction and their decision to buy Nacific products. It investigates how brand ambassadors, fanaticism, Korean Wave, product quality, and buying decisions affect consumer pleasure. Through the use of questionnaires, 396 members of the ATINY fan group participated in the study. Structural Equation Modeling (SEM) was used in the study to analyze the data. The findings show that consumer happiness and purchasing decisions are influenced by product quality. Fanaticism, the Korean Wave, and brand ambassadors, however, had negligible effects on consumer happiness and purchase decisions. Additionally, it has been demonstrated that purchase decisions significantly and favorably affect consumer satisfaction. The study recommends that future studies examine the impact of social media and influencers on consumer behavior and take into account other factors like brand trust or customer experience. Additionally, studies using larger samples from different demographic groups can yield more broadly applicable findings.
Keywords
BA; Fanatics; Korean; Product; Satisfaction
How to Cite

Tania Permata Yanra & Andala Rama Putra Barusman (2026). Fanaticism, Korean Wave, Brand Ambassadors, and Product Quality Affect Customer Satisfaction of Nacific K-Beauty Products. International Journal of Management and Strategic Business Leadership, 3(1). https://doi.org/10.61132/greeninflation.v3i1.651

Tania Permata Yanra; Andala Rama Putra Barusman, "Fanaticism, Korean Wave, Brand Ambassadors, and Product Quality Affect Customer Satisfaction of Nacific K-Beauty Products," International Journal of Management and Strategic Business Leadership, vol. 3, no. 1, 2026.

Tania Permata Yanra; Andala Rama Putra Barusman. "Fanaticism, Korean Wave, Brand Ambassadors, and Product Quality Affect Customer Satisfaction of Nacific K-Beauty Products." International Journal of Management and Strategic Business Leadership, vol. 3, no. 1, 2026.

Tania Permata Yanra; Andala Rama Putra Barusman. "Fanaticism, Korean Wave, Brand Ambassadors, and Product Quality Affect Customer Satisfaction of Nacific K-Beauty Products." International Journal of Management and Strategic Business Leadership 3, no. 1 (2026).

Tania Permata Yanra & Andala Rama Putra Barusman (2026) 'Fanaticism, Korean Wave, Brand Ambassadors, and Product Quality Affect Customer Satisfaction of Nacific K-Beauty Products', International Journal of Management and Strategic Business Leadership, 3(1). doi: 10.61132/greeninflation.v3i1.651.

Tania Permata Yanra; Andala Rama Putra Barusman. Fanaticism, Korean Wave, Brand Ambassadors, and Product Quality Affect Customer Satisfaction of Nacific K-Beauty Products. International Journal of Management and Strategic Business Leadership. 2026;3(1).

Artikel Terkait

Total Risk and Its Impact on Firm Performance and Sustained Growth: Empirical Evidence from Consumer Non-Cyclicals Manufacturing Companies on the Indonesia Stock Exchange

Elia Rossa; Nurasia Natsir

Strategy for Penetrating Global Regulatory Barriers: A Case Study of Non-Tariff Measures for Biopharmaceutical plant MSMEs in Lumajang

Kukuh Judy Handojo; Sudarmiatin Sudarmiatin; Heri Pratikno

Knowledge Sharing and Knowledge Leakage in Monitoring Opportunity toward Supply Chain Performance: A Study at the Library Office of Mesuji Regency

Intan Abelia Nirwana; Euis Mufahamah; Harold Kevin Alfredo

The Relationship Between Work Environment and Work Motivation on the Performance of Outsourced Employees at PT Kinarya in Harmony with The Device

Rohmad Hartono; Titin Hargyatni

Validating Market Segmentation and Price Perception of Wedding Organizer Services

Wilyan Adiasari; Sudarmiatin Sudarmiatin; Agus Hermawan

Digital Transformation as a Catalyst for the Success of Health-Related SMEs Going International in Indonesia: A SEM-PLS Analysis Model

Achmad Zani Pitoyo; Sudarmiatin Sudarmiatin; Heri Pratikto
Tren Sitasi Jurnal