Marketing strategy development for MSME based on the Korean Wave

Korean culture is currently growing rapidly and expanding globally in the last two decades, known as the Korean Wave. One of the impacts of this phenomenon in Indonesia includes shifting social, cultural, and economic trends. This study aimed to examine the influence of the Korean Wave on consumer purchasing decisions and its use as a marketing strategy development for MSME in Semarang City. The method adopted is Moderating Regression Analysis and Analytical Hierarchy Process. The results showed that brand image and the Korean wave have a significant relationship with purchasing decisions. The Korean Wave was meant to moderate the relationship between brand image and purchasing decisions. In an effort to develop a Korean wave-based marketing strategy, food and fashion actors are advised to insert a call to action sentence, select online marketing media that are often used by the community, optimize AdSense, and use the lowest possible production costs.Dewasa ini budaya korea berkembang pesat secara global yang dikenal dengan Korean Wave. Korean Wave memberikan dampak besar utamanya di Indonesia, mulai dari dampak pergeseran tren sosial, budaya, dan ekonomi. Penelitian bertujuan untuk meneliti bagaimana Korean Wave mampu mempengaruhi keputusan pembelian konsumen serta pemanfaatanya sebagai pengembangan strategi pemasaran UMKM di Kota Semarang. Metode yang digunakan dalam penelitian ini adalah Moderating Regression Analysis dan Analytical Hierarchy Process. Hasil penelitian menunjukan bahwa Brand Image dan Korean Wave memiliki hubungan signifikan terhadap keputusan pembelian. Lebih lanjut Korean wave juga terbukti mampu memoderasi hubungan antara Brand Image dan harga terhadap keputusan pembelian. Sebagai upaya pengembangan strategi pemasaran berbasis Korean Wave, pelaku makanan dan fashion disarankan untuk menyelipkan kalimat call to action, Memilih media pemasaran online yang sering digunakan masyarakat dan optimalisasi adsense, dan Menggunakan biaya produksi serendah mungkin