The Influence Of The Korean Wave, Hedonistic Lifestyle, And Brand Image On Purchase Decision Of Samsung Products With Customer Relationship Management As A Moderating Variable (Case Study: Samsung Gadget Consumers in DKI Jakarta)
DOI:
https://doi.org/10.59141/jrssem.v4i7.778Keywords:
Korean Wave, hedonistic lifestyle, brand image, purchasing decisions, Customer Relationship Management (CRM)Abstract
This study examines the influence of the Korean Wave, Hedonic Lifestyle, and Brand Image on Purchase Decisions of Samsung products in DKI Jakarta, with Customer Relationship Management (CRM) as a moderating variable. Using a quantitative approach and causal associative research, data were collected from 108 Samsung product consumers in DKI Jakarta. The findings reveal that the Korean Wave and Hedonic Lifestyle do not have a significant impact on Purchase Decisions, while Brand Image significantly influences consumers’ purchasing behavior. Additionally, CRM does not strengthen the impact of the Korean Wave or Hedonic Lifestyle on Purchase Decisions, indicating that CRM strategies implemented by Samsung have not effectively leveraged cultural or lifestyle influences. The study also finds that CRM only has a weak and insignificant moderating effect on the relationship between Brand Image and Purchase Decisions, suggesting that rational factors such as product quality and pricing remain the primary determinants of consumer behavior. These results provide valuable insights for marketers on the effectiveness of cultural trends, lifestyle influences, and CRM strategies in shaping consumer purchase decisions.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Lisa Azizah Subagiyo
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International. that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
