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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.

In the development of technology like now Korean culture is quite dominating the market, not only the Indonesian market but the international market. Various kinds of products from South Korea dominate the world market ranging from fashion, makeup, skincare and culture. In its intelligence in managing exports to neighboring countries, South Korea has received international attention regarding its fall and rise in economic history, or it can be known as the “Asian Tiger”.  The method used in this research is a descriptive research method that describes, records and obtains information on the current situation. The phenomenon that exists today occurs because of globalization. South Korea has intelligence in managing the economic sector so that it is able to join the World Economic Development Organization or known as the OECD. In this phenomenon that occurs, it is very good to be studied by the younger generation as an effort to prevent negative impacts that are very easy to occur in the next generation of Indonesia.

The development of globalization has opened up many opportunities in the business world, especially in helping companies increase their sales and profits. One of the increasingly popular marketing tools is the use of celebrity endorsements. In this context, the Korean Wave phenomenon is one of the important aspects that attracts the attention of global consumers, especially in Indonesia. This study aims to encourage the influence of celebrity endorsements from NCT Dream on consumer behavior and purchase intentions for Tos Tos snack products. By involving 161 respondents who are NCT Dream fans who were born between 1997-2012 (Gen Z) and know Tos Tos products. This study uses a quantitative method with data analysis using the PLS-SEM approach supported by SmartPLS 3.0 software. The results of the study showed a significant influence of the Celebrity Endorsement and Consumer Behavior variables on Purchase Intentions for Tos Tos snack products, while the Digital Marketing variable did not have a significant effect on Purchase Intentions. This finding has an impact on Tos Tos to analyze factors that can increase consumer purchase intentions.      

Korean wave perm is the latest trend in curling hair. The price of the tools used is in the range of Rp1,000,000 to Rp5,000,000. The purpose of this research is to replace the digital perm tool with a hair dryer so that production costs can be reduced. The methods used in this research are observation, documentation, interviews, literature, questionnaires and experimental methods. Based on the assessment by 5 expert validators about the feasibility technique of using a hair dryer as a tool in curling that the technique effectiveness indicator scored 21 said to be feasible, time efficiency score 23 said to be very feasible, the cost got 21 said to be feasible, and the final result got 24 said to be very feasible. In addition, a public test was conducted to see the results of the public's level of liking for the technique of using a hair dryer as a curling tool by distributing questionnaires to 60 respondents, the results of which were 100% agreed that hair dryers could replace digital perm tools as well as save pioneering salon expenses, in the final results of the technique 55% of respondents liked it, 26.7% of respondents quite liked it and 18.3% of respondents really liked it so that 98.3% of respondents agreed that hair dryers could replace digital perm. It can be concluded that the hair dryer is feasible to use as a substitute for digital perm tools in curling korean wave perm.

The Hallyu phenomenon, or Korean Wave, has become a global trend influencing various aspects of life, particularly among Indonesian youth. The popularity of Korean culture, such as K-Pop, K-Drama, fashion, and lifestyle, is not merely a form of entertainment but also impacts the values, lifestyles, and perspectives of teenagers. While this trend brings positive values such as hard work, collaboration, and innovation, there are concerns about its effects on preserving local values and religious teachings. In this context, Islamic da'wah faces both challenges and opportunities to adapt to popular cultural trends. Through a creative approach that utilizes elements of Korean culture, da'wah can be delivered in a way that is relevant and appealing to the younger generation. This study aims to explore the effectiveness of Hallyu-based da'wah strategies and analyze Muslim youth's perceptions of this approach. The results are expected to provide innovative guidance for preserving Islamic values amidst the wave of cultural globalization.

This research aims to analyze and determine the influence of the Korean wave, fan entrepreneurship behavior, and social media on entrepreneurial interest in the Armys.Luv community in Jambi City partially and simultaneously. This research uses a quantitative approach with an associative method. The population in this research were BTS fans in the Armys.Luv community in Jambi City with using a sample of 95 respondents. Research data was obtained by distributing research questionnaires online. The analysis tool used is the SPSS version 25 application. The research results show that the Korean wave, fan entrepreneurship behavior and social media have a significant partial and simultaneous effect on interest in entrepreneurship in the Armys.Luv community in Jambi City. It is known that there is a market share in the Korean wave sector, so it can be utilized as a business opportunity. So besides enjoy the work and culture and being a fan, it can also learn and get to know more about things that are currently popular and trending on social media at the moment so that can use as business opportunities.

The rise of the Korean Wave which is currently popular in Indonesia, especially among the younger generation, also has an impact on the millennial generation. Without realizing it, the younger generation in Indonesia presents Korean culture which is spread through K-Pop and K-sensation such as beauty products (beauty and skin health care products). Most young people who love K-Pop have their own Korean names. This name appears on their casual network and many mention "Korea" or "Seoul" as their starting place. (Valenciana & Pudjibudojo, 2022).

Penelitian ini bertujuan untuk mengetahui dan menjelaskan pengaruh dari Korean Wave dan Brand Ambassador terhadap Keputusan Pembelian, baik secara parsial maupun secara simultan. Penelitian dilakukan kepada konsumen brand kecantikan Scarlett. Penentuan sampel menggunakan purposive sampling dengan syarat-syarat yang harus dipenuhi, diantaranya: merupakan pengguna Scarlett, berusia minimal 17 tahun, pernah menonton dan/atau mendengarkan drama, film, musik asal Korea Selatan, mengetahui Song Joong Ki dan girlband Twice sebagai Brand Ambassador Scarlett. Jumlah responden dalam penelitian ini adalah sebanyak 65 orang. Pengumpulan data menggunakan Kuesioner secara online.             Teknik analisis data dalam penelitian ini menggunakan analisis regresi berganda yang sebelumnya dilakukan Uji Validitas, Reliabilitas, Uji Asumsi Klasik (uji normalitas, uji multikolinearitas, uji heteroskedastisitas) kemudian dilakukan uji hipotesis melalui uji T, uji F dan uji koefisiensi deteminasi.  Hasil penelitian menujukkan bahwa Korean Wave dan Brand Ambassador berpengaruh secara parsial dan simultan terhadap keputusan pembelian produk Scarlett.