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Factors Influencing Korean Wave Phenomenon among<br />

University Students in Malaysia<br />

Muhammad Aizuddin Hamzah<br />

Supervisor: Dr. Noor Fadhiha Mokhtar<br />

Dr. Zuha Rosufila Abu Hasan<br />

Bachelor of Management (Marketing)<br />

School of Business and Maritime Management<br />

In recent years, the popularity of Korean wave in Malaysia is increasing and it becomes<br />

a new cultural trend. This study purposes to identify the most influential factors that<br />

influence Korean wave phenomenon among university students. This study highlights<br />

four (4) antecedents that influence Korean Wave which are entertainment, food, fashion<br />

and language. The objective of this study is to identify factors that influence university<br />

students towards Korean Wave phenomenon. This study applies quantitative approach<br />

where self-administered questionnaire is conducted through stratified sampling. The total<br />

of 364 of students answered the survey in order to access the factors that influences<br />

Korean Wave among university students in Terengganu, Malaysia. The result indicated<br />

that entertainment and fashion are mostly the influential factors that lead to Korean Wave<br />

phenomenon among university students. Very a few studies have conducted on Korean<br />

Wave phenomenon in Malaysia, thus this study contributed to new knowledge and<br />

literature particularly in Korean Wave and culture.<br />

Keywords: Korean Wave, Hallyu, Kpop, Entertainment, Food, Fashion, Language.<br />

1542 | UMT UNDERGRADUATE RESEARCH DAY 2018

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