Unveiling the Impact of Audience Involvement, Celebrity Worship, Brand Awareness, and Perceived Product Quality on Purchase and Visit Intentions

The level of popularity of Korean music is in line with the increasing number of K-pop fans in Indonesia. Despite K-Pop's increasing popularity in Indonesia, K-beauty's reputation has declined. This study explores the influence of the Korean wave on consumer behavior in Indonesia, focusing on the K-Pop and K-Beauty industries. The research analyzes the effects of audience involvement, celebrity worship, brand awareness, and perceived product quality on purchase and visit intentions using survey data of 221 K-pop fans. Data were analyzed using Partial Least Squares (PLS). Findings reveal that audience involvement positively influences celebrity worship, which, in turn, boosts brand awareness


INTRODUCTION
The entertainment industry in Indonesia has been penetrated by Korean entertainment products such as Korean series or dramas, K-Pop shows, Korean movies, and Korean variety shows.The Korean wave, or Hallyu, has started to disrupt Indonesia's music and film markets, as Indonesian people's enthusiasm for the Korean wave is high.The Korean wave is a term given to the cultural wave of Korea through Korean series or dramas, K-Pop shows, Korean variety shows, Korean movies, and other forms of entertainment that are widely spread throughout the world, including Indonesia (kumparan.com).
Audience involvement is analyzed to determine its influence on celebrity worship.Audience involvement encompasses how active and engaged consumers are in following celebrities, specifically in the context of K-Pop and K-Beauty (Halim & Kiatkawsin, 2021).
The high level of interest in the Korean wave in Indonesian society can be seen from the airing of Korean dramas or shows that feature K-Pop idols on various TV networks in Indonesia.The level of interest in Korean entertainment in Indonesia contributes to the increasing number of K-Popers in Indonesia.Korean drama and K-Pop fans in Indonesia never fail to provide trending hashtags about their Korean idol artists on social media applications such as Twitter (Jeong et al., 2017;Rakhmat, 2020;Rahmawati, 2020;Lee et al., 2020).The data collected from 500 respondents in Indonesia indicates that 59 percent of respondents are very familiar with K-Pop, 29.8 percent are quite familiar, 9.4 percent are familiar only to a few people, and 1.8 percent are not familiar.This suggests that not all people in Indonesia are familiar with Korean music and idols to the same extent.These findings have important implications for marketing and business strategies related to promoting and distributing Kpop products in Indonesia (Statista.Com, 2022).Companies may consider targeting these regions for promotional activities and events to capitalize on the strong economic support of K-pop fans in these areas.Indonesia has been ranked as the country with the most K-pop fans in the virtual world in 2021 (CNN, 2022).This is not the first time that Indonesia has received this title, as it was also the country with the highest number of K-Pop fans in the virtual world in 2020.This finding is significant for businesses and marketers in the K-Pop industry, as it highlights the potential market opportunities in Indonesia to distribute and promote K-Pop products.
Furthermore, the prevalence of K-pop fans in Indonesia, as highlighted by (Fadilah, 2022), underscores the substantial market potential and opportunities for expansion in the K-beauty sector, particularly in targeting these enthusiastic and engaged fans.However, in 2021, despite K-Pop's increasing popularity in Indonesia, K-beauty's reputation has declined.As described by Riani (2021), Sihaan, J., Sari, Y.L., & Wijayanti, C.A. (2024).Unveiling the impact of audience involvement … there has been a decrease in the usage of K-beauty products among the K-pop community in Indonesia.
Based on the research conducted by Halim (2021), it can be concluded that there is a positive relationship between audience involvement and celebrity worship, celebrity worship and brand awareness, brand awareness, and perceived product quality.In the context of K-Pop and K-Beauty fans, it involves their personal assessment of the quality of products that are endorsed by or associated with Korean celebrities.This perception is shaped by various factors such as the celebrity endorsement's credibility, the product's visibility in media, and the fans' own experiences or beliefs about the product.
It is a crucial element in consumer decision-making, as a positive perception of product quality can lead to increased trust, loyalty, and willingness to purchase, while a negative perception can deter potential buyers.Essentially, it is the lens through which fans view and determine the value and effectiveness of K-Pop and K-Beauty products (Halim & Kiatkawsin, 2021).Perceived product quality also influences purchase intention, as well as perceived product quality and visit intention.
Therefore, there is a gap in the literature that needs to be addressed.This study uses the Theory of Planned Behavior (TPB), which explains that an individual's intention towards a behavior is formed by two factors, namely subjective norm and attitude towards the behavior (Danarti et al., 2021).TPB further adds one more factor: perceived behavior control.Subjective norms are highly related to social relationships and create pressure due to the perception of not performing or performing a behavior.
Perceived behavior control is related to the ease or difficulty of performing a behavior and can be seen as reflecting past experiences or anticipating obstacles and barriers (Danarti et al., 2021).TPB is often used in empirical research, with over 4.200 papers cited in the Web of Science bibliographic database.
It is one of the social and behavioral sciences' most widely applied theories (Bosnjak et al., 2020).
Two main pathways to Audience Involvement in entertainment are identification and transportation.In identification, a general feeling we experience when we get lost in a story is that we care deeply about the characters (Tal-Or & Cohen, 2010).In transportation theory, readers, listeners, or viewers are sometimes taken through a process in which they are lifted into a narrative, where their thoughts and attention are focused on the events happening to them.In this transportation process, audience members enter the world presented in the narrative and temporarily lose access to the facts of the real world (Tal-Or & Cohen, 2010).Audience Involvement is rooted in "parasocial interaction" (PSR) and refers to the imagined interconnectedness between individual audience members and media characters, often celebrities.This has been extensively documented in previous film tourism studies with different terms, including representative or empathetic response (Kim, 2018).
Additionally, Celebrity Worship is relevant in the context of K-beauty products and K-Pop.
Celebrity Worship is defined as a consumer's obsessive liking for a celebrity, which can be measured through three stages: Entertainment Social, Intense Personal, and Borderline Pathological (Emmanuella, 2020).The behavior of Celebrity Worship is often associated with possessive love for a favorite celebrity and jealousy towards others who are close to the celebrity.This behavior is more common among female fans and is often expressed through posters, joining fan clubs, and seeking personal connections with celebrities (Adiesia & Sofia, 2021).Based on the research and theory presented, the first hypothesis proposed in the current study is that audience involvement positively influences celebrity worship.Therefore, we posit that, H1: Audience involvement positively influences celebrity worship Brand Awareness is a sub-dimension of brand knowledge.It refers to the consumer's ability to recall and recognize a brand in different situations and associate it with a specific product category (Celik, 2022).From the consumer's perspective, brand awareness is an important factor that directly affects brand loyalty and brand love.Additionally, brand awareness is important in indirectly affecting brand loyalty through the role of brand liking (Celik, 2022).Awareness of a brand and its products plays an important role in helping customers compare products and make consequent purchases.
Customers can purchase products based on a brand's logo and name even when they may have little direct knowledge about the product.In the context of the relationship between celebrity worship and brand awareness, it can be inferred that the emotional connection between fans and celebrities can significantly impact their brand attitudes and preferences.Celebrity endorsements can increase brand awareness among consumers, and consumers may develop a preference for a particular brand due to the emotional connection they feel with the celebrity endorser.Thus, celebrity worship and brand awareness are intertwined, and marketers can utilize celebrity endorsements to enhance brand awareness and influence consumer attitudes toward the brand.Based on the research and theory presented, the second hypothesis proposed in the current study is that celebrity worship has a positive influence on brand awareness.

H2: Celebrity worship positively influences brand awareness
Perceived Quality is the consumer's perception of the overall quality or superiority of a product or service, with a focus on the intended purpose of the product or service compared to other alternatives (Qomariah & Prabawani, 2020).The existing literature has no single, precise concept of Perceived Product Quality, as its definition varies according to the situation and context.Perceived quality differs from actual quality due to the higher level of abstraction involving consumers in evaluating the experience.Perceived quality is the consumer's subjective evaluation of the overall excellence or superiority of a product and service provided by a company.High perceived quality indicates that consumers perceive a brand as differentiated and superior through their experience (Bae, 2022).When collaborating with influencers, brands can have a strong presence in the social media environment and interact with their target audience.
Additionally, brands can encourage their target audience to have brand awareness and brand loyalty, thanks to influencers who promote and maintain the brand in the social media environment (Celik, 2022).Awareness of a brand and its products is important in helping customers compare products and make consequent purchases.Customers can purchase products based on a brand's logo and name even when they have little direct knowledge about the product (Foroudi, 2019).In the context of the relationship between brand awareness and perceived product quality, it can be inferred that high Sihaan, J., Sari, Y.L., & Wijayanti, C.A. (2024).Unveiling the impact of audience involvement … brand awareness can positively impact perceived product quality.Consumers aware of a brand are more likely to perceive the brand as differentiated and superior through their experience, leading to a higher perceived product quality.

H3: brand awareness positively influences perceived product quality
The study by Nakpathom et al. (2022) found that product packaging, product quality, and price significantly positively influence female purchasing intention of Korean cosmetics brand image.
Consumers focus on visual packaging features such as colors, graphics, image forms, typography, and illustrations, which play an important role in influencing purchasing decisions.Product quality is a key factor influencing perceptions of brand preference, and consumers tend to be loyal to a brand that provides good quality products.Price perception also greatly affects a consumer's decision to purchase a product, and female consumers are willing to pay more for cosmetics that they perceive as worth the price.These findings are consistent with previous research on the influence of product packaging, product quality, and price on purchasing intention in the cosmetics industry (Nakpathom et al., 2022).
According to Yoon et al. (2020) and Le et al. (2020), a product's quality significantly impacts how customers perceive a brand's equity and overall excellence compared to other available options.When customers feel that a product is of good quality, they are more likely to automatically develop loyalty towards that brand.

H4: Perceived product quality positively influences purchase intentions for K-beauty products
Consumers compare their perception of product quality before and after using a product (Bae, 2022).The quality of K-beauty products significantly impacts tourists' intention to visit Korea.Kbeauty has gained global acclaim for its innovative and high-quality beauty products, which has sparked strong interest among consumers in Korean culture.Consequently, many consumers are more inclined to visit Korea to explore the country's beauty and skincare offerings.This highlights the strong correlation between K-beauty product quality and the intention to visit Korea, underscoring the importance of maintaining high-quality standards in the K-beauty industry to attract more tourists (Ingels, 2020).There is a positive relationship between recommended product quality and consumers' desire to visit (visit intention), which can also be interpreted as tourist loyalty to enjoy a particular product and destination (Yildirim, 2021).

H5: Perceived product quality positively influences visit intentions to Korea
Research related to K-pop and K-beauty in Indonesia is still important to be conducted, as this phenomenon significantly influences consumer behavior in terms of repeat purchases and intention to visit Korea.By understanding the factors that affect consumer behavior, companies can design more effective marketing strategies to increase sales and enhance the popularity of their brands in Indonesia.
Based on the aforementioned phenomenon, this research replicates the study model from Halim & Kiatkawsin (2021), with the conceptual framework outlined in the next section.

RESEARCH METHODS
This research aims to examine the impact of audience involvement, celebrity worship, brand awareness, and perceived product quality on purchase intention and visit intention.Data was collected using an online questionnaire distributed through non-probability purposive sampling.The respondents were Indonesian women who are fans of Korean dramas/films/TV shows, idolize Korean celebrities/K-Pop idols (K-Popers), and are aware of Korean beauty products.The research study used interval scales in popular Likert scales ranging from 1 to 5 (Likert scales range from 1 (strongly disagree) to 5 (strongly agree).The measurement indicators for each variable were adopted from Thalia & Kiatkawsin (2021).In the process of constructing composite reliability and construct validity, composite reliability is calculated using both higher-order constructs and lowerorder constructs.Lower-order constructs are latent constructs consisting of several observed variables and measured using several indicators in confirmatory factor analysis (CFA) or partial least squaresstructural equation modeling (PLS-SEM).The indicators used to measure lower-order constructs are tested to ensure their validity and reliability through tests of convergent validity, discriminant validity, and internal reliability.In addition to lower-order constructs, higher-order latent constructs have indicators derived from other latent constructs.Higher-order composite reliability can be used to measure the reliability of higher-order constructs, which measures the consistency and reliability of the indicators used to measure the higher-order latent construct.The ideal value for higher-order composite reliability is above 0.7 to ensure that the research results obtained are reliable and valid.It is important to pay attention to the value of higher-order composite reliability in CFA or PLS-SEM to ensure the reliability and validity of the research results (Hair et al., 2017;2019;2020;Sarstedt et al., 2020).

RESULT AND DISCUSSION
The survey primarily represents young, single individuals from the Jabodetabek and Java Island Therefore, indicators with outer loading values less than 0.708 are not required to be removed if the AVE value already satisfies the condition of being greater than or equal to 0.5.The composite reliability values of all variables were above 0.7, which is an ideal value to ensure the reliability and validity of the research results.In CFA or PLS-SEM, it is crucial to consider the higher-order composite reliability values to ensure the validity and reliability of the research findings.nevertheless, these values are still deemed valid as they fall into the category of HTMT inference, which remains acceptable if the HTMT value is <1.00 (Henseler et al., 2015).The symbols (***) present in the table signify variables and their respective dimensions.The data from the SmartPLS processing indicated that the VIF values are all below 3, which was considered to have successfully passed the multicollinearity test in accordance with the criteria outlined by Hair et al. (2019).R 2 is often used as the primary metric for assessing the model's predictive ability in structural modeling.Also known as the coefficient of determination, R 2 measures the degree of insample prediction for all endogenous constructs.It should be noted that R 2 is a measure of predictive ability only for the specific sample of data used in calculating the results and cannot be inferred to the population.The minimum value for R 2 is 0, but this is rarely seen in practice.As with multiple regression, the more independent variables (constructs) included in the structural model, the higher the R 2 , assuming these independent variables are related to the dependent variable constructs.However, it is important to keep in mind that the maximum value for R 2 is 1, and extremely high values are infrequent (Hair et al., 2020).In the context of research, it is generally accepted that R 2 values of 0.75, 0.50, and 0.25 can be respectively categorized as substantial, moderate, and weak (Hair et al., 2019).Based on the results of Table 3, it can be concluded that celebrity worship, perceived product quality, and purchase intention have a moderate level of explanatory power.On the other hand, brand awareness and visit intention have a weaker level of explanatory power.These findings suggest that factors such as celebrity endorsement and perceived product quality may have a stronger influence on consumer behavior compared to brand awareness and visit intention.However, it is important to note that other factors not included in this study may also play a significant role in shaping consumer behavior.Further research is needed to gain a more comprehensive understanding of the factors that influence consumer behavior.
The f-square (f 2 ) is a secondary measure used to evaluate the predictive capability of a structural model.Effect size, commonly denoted as f 2 , is classified into small, medium, and large categories based on its magnitude.A value between 0.02 and 0.15 is considered a small effect size, while a value between 0.15 and 0.35 is considered a medium effect size.A value of 0.35 or greater is considered a large effect size (Cohen, 1988;Hair et al., 2019;2020).The results of the f 2 analysis suggest that in the context of K-Pop and K-Beauty consumer behaviour, the factors of audience involvement, celebrity worship, brand awareness, and perceived product quality have a significant impact on purchase intention.The effect sizes for these relationships are all large, indicating that these factors play a crucial role in influencing consumer behaviour in the context of K-Pop and K-Beauty.However, the effect size between perceived product quality and visit intention is medium, indicating that while perceived product quality is still an important factor in influencing visit intention in the context of K-Pop and K-Beauty, it may not be as significant as the other factors.Overall, these findings suggest that marketers and practitioners in the K-Pop and K-Beauty industries should focus on leveraging the power of celebrity worship, brand awareness, and perceived product quality to influence consumer behavior and improve purchase intention.Q-Square is not solely a measure of out-of-sample prediction but combines both aspects of outof-sample prediction and in-sample explanatory power.If Q2 > 0, it indicates that the model has predictive relevance, while Q 2 < 0 indicates that the model has limited predictive relevance.As a general guideline, Q 2 values greater than 0, 0.25, and 0.50 indicate a small, medium, and large level of predictive relevance, respectively, for the PLS-path model.(Hair et al., 2019;2020).The PLSpredict method helps to generalize the predictive capability of the PLS regression model beyond the sample data used to estimate the model.This allows the model to be used to make predictions on new data, which is a critical aspect of the model's practical applicability in real-world settings.Based on the Q-square and Q-square predict values obtained from the analysis in the context of K-Pop and K-Beauty consumer behavior, it can be concluded that the model's predictive power varies across the constructs studied.All the Qsquare predict values are substantially higher than zero values, indicating that the model has a good ability to predict these constructs for new and unseen data.
A research study's hypothesis testing stage involves measuring the significance level and the relationship between variables.To do this, researchers typically analyze the t-Statistics and p-values, which must meet certain criteria for statistical significance.Specifically, the t-statistic value should be greater than 1.65 (one-tailed), while the p-value should be less than 0.05.Table 4 displays the results of the hypotheses constructed in this research study.Based on the statistical analysis presented in Table 4, all the hypotheses tested in this research are supported (as shown in Figure 2).Specifically, there is a significant positive relationship between audience involvement and celebrity worship, celebrity worship and brand awareness, brand awareness and perceived product quality, perceived product quality and purchase intention, and perceived product quality and visit intention.These findings suggest that audience involvement in a celebrity can contribute to increased celebrity worship, which can, in turn, lead to greater brand awareness.
Additionally, higher levels of brand awareness can positively impact perceived product quality, and both perceived product quality and brand awareness can influence purchase intention and visit intention.In the context of K-beauty and K-Pop, TPB can be applied to explain the formation of the intentions and behaviors towards K-beauty and K-Pop, with the subjective norm, attitude towards the behavior, and perceived behavior control influencing the formation of purchase and visit intentions.
Therefore, understanding the factors that shape consumer behavior and attitudes towards K-beauty and K-Pop can help companies design more effective marketing strategies and improve their products and services (Christine et al., 2020;Surya, 2020).
The consumer behavior of Indonesian fans towards Korean media indicates a profound emotional and psychological connection with their favorite idols and actors.These fans exhibit a strong desire for personal engagement, demonstrated by their eagerness to meet these celebrities in person.Their viewing habits are characterized by intense loyalty, consistently seeking out and watching any content featuring their idols.They find these personalities highly engaging and captivating, and this engagement is further reinforced by the belief that Korean TV dramas, films, and programs address relevant and meaningful issues that align with their personal interests.This deep connection and sustained commitment highlight a highly dedicated and involved audience within the Indonesian market.
However, an interesting finding for the Korean entertainment industry is the notable gap in the immersive experience that these fans feel while consuming Korean media.Despite their strong emotional investment and commitment, Indonesian fans feel that Korean dramas, films, and TV shows fall short in fully bringing stories to life, as if they were experiencing them firsthand.This indicates an opportunity for the Korean entertainment industry to enhance the storytelling and experiential aspects of their content to better meet the expectations of this audience.By addressing this gap, there is potential to further deepen fan engagement and strengthen the already significant influence that Korean celebrities and media have within the Indonesian market.The result of current research supports the previous research conducted by Kim (2018), Myrick (2019), Emmanuella (2020), Adiesia et al. (2021), andHalim et al. (2021).
The analysis of Indonesian Korean fans' behavior reveals a complex relationship between their admiration for celebrities and the impact on brand awareness.Fans who enjoy associating with others who share their admiration and actively follow news about their favorite Korean idols exhibit behaviors that can positively influence brand awareness and marketing efforts.These fans derive pleasure from staying updated on their idols, which can translate into sustained interest in the brands these celebrities endorse.This suggests that engagement with celebrity-driven content can effectively enhance brand visibility, especially when fans are motivated by social connections and the enjoyment of following celebrity news.
However, the findings also highlight an interesting paradox: while these fans feel a deep emotional connection with their favorite idols, this connection does not necessarily translate into profitable actions for the brands associated with these celebrities.Statements such as considering their idols as soulmates or feeling an inexplicable bond with them reflect an intense fandom that is more personal and emotional than transactional.Although these fans may feel immense pride and joy in their idols' achievements, this emotional investment does not necessarily lead to increased brand loyalty or purchasing behavior.This insight is crucial for the Korean entertainment industry and associated brands, as it indicates that while emotional engagement with celebrities is high, leveraging this connection into tangible brand benefits may require more targeted strategies.The result of the current research supports the previous research conducted by Emmanuella (2020), Halim et al. (2021), Foroudi (2019), and Zuardi (2019).
The analysis of the influence of brand awareness on perceived product quality among Indonesian consumers reveals that familiarity with Korean beauty brands, especially those featured in popular media such as TV dramas, films, or programs, significantly enhances the perceived quality of these products.Consumers readily recognize these brands, with Korean beauty products often being top-ofmind when thinking of beauty products.However, despite this strong brand recognition, there is a notable gap in consumer knowledge about the actual quality of these products, and they may struggle to distinguish them from other competing brands in the market.This indicates that while Korean beauty brands have successfully established visibility through media exposure, there is an opportunity to improve consumer education and communication about the quality of their products.For the Korean entertainment industry, this finding underscores the potential of leveraging popular media to boost brand awareness while also highlighting the need for more targeted marketing efforts to inform and educate consumers about product quality to strengthen the market position in Indonesia.The result of the current research supports the previous research conducted by Qomariah and Prabawani (2020), Rosillo-Díaz (2020), Bae (2022), Celik (2022), and Foroudi (2019).
The analysis of consumer behavior towards K-Beauty products in Indonesia reveals that consumers are more drawn to unique and exceptional features rather than consistent quality when making their purchase decisions.This suggests that Indonesian consumers are particularly responsive to innovation and differentiation in the K-Beauty market, valuing products that offer something distinct from their competitors.This behavior indicates that K-Beauty brands can enhance their market position by continuously introducing innovative products that capture consumer interest.For the Korean entertainment industry, which plays a pivotal role in promoting K-Beauty products, this highlights an opportunity to emphasize the unique and standout qualities of these products through their platforms, aligning with consumer preferences for novelty and innovation.This approach could further strengthen the connection between K-Beauty products and the trendy, cutting-edge image often associated with Korean pop culture, thereby driving consumer engagement and purchase intention in Indonesia.The result of the current research supports the previous research conducted by Nakpathom et al. (2022), Yoon et al. (2020), and Le et al. (2020).
The analysis of consumer behavior towards K-Beauty products and their influence on visit intentions to Korea reveals that Indonesian consumers are more attracted to the unique and innovative features of these products rather than their consistent quality.This indicates that consumers are motivated by the novelty and differentiation that K-Beauty products offer, which can also translate into Sihaan, J., Sari, Y.L., & Wijayanti, C.A. (2024).Unveiling the impact of audience involvement … an interest in experiencing the culture and origins of these innovations firsthand by visiting Korea.
However, the perception of consistent quality does not seem to be a significant factor in driving visit intentions.For the Korean entertainment industry in Indonesia, this insight suggests that highlighting the innovative and unique aspects of Korean culture and products through media can enhance the allure of visiting Korea.By showcasing the cutting-edge and distinctive features of K-Beauty products, the industry can tap into consumers' curiosity and desire for novel experiences, potentially boosting tourism interest in Korea.The result of the current research supports the previous research conducted by Bae (2022), Noviyati Nabila et al. (2021), Ingels (2020), Yildirim (2021), andSantosa (2019).

CONCLUSION AND RECOMMENDATION
The analysis of Indonesian K-pop fans' behavior underscores the profound emotional and psychological connection these fans have with their favorite Korean idols and actors.This strong engagement, characterized by intense loyalty and an eagerness to consume content featuring their idols, presents a significant opportunity for companies involved in the Korean entertainment industry in Indonesia.Fans' deep emotional investment enhances brand awareness and can positively influence marketing efforts, particularly when leveraging the social connections and enjoyment derived from following celebrity-driven content.
However, the findings also highlight critical managerial implications for companies in this industry.While fans' emotional connection is robust, it does not automatically translate into profitable actions or increased brand loyalty.This gap suggests a need for more targeted strategies that move beyond emotional engagement to foster tangible brand benefits.Additionally, the emphasis on unique and innovative features over consistent quality in K-Beauty products points to a consumer preference for novelty and differentiation.Companies should focus on developing and promoting standout product features and enhancing storytelling and experiential aspects of content to better meet fans' expectations.
Businesses and organizations targeting Indonesian Korean fans should focus on creating engaging content, improving the quality of their content, and providing opportunities for fans to connect with their favourite idols/actors to build a solid and loyal fan base (Indonesian K-Popers).This study confirms that audience involvement positively influences celebrity worship, which improves brand awareness of K-beauty products.Improved brand awareness would positively relate to perceived product quality, which in turns purchase intentions and visit intentions to Korea.
The study's conclusions are based on a narrow demographic of Indonesian Korean entertainment viewers, predominantly comprising young, lower-income students from the Jabodetabek and Java Island regions.This sample may not fully represent the diversity of Korean entertainment's audience in Indonesia, such as male viewers, who also constitute a significant segment.While these male viewers may not be the primary consumers of Korean beauty products, the male skincare market is expanding globally, suggesting they should not be overlooked in future research.Additionally, Korean entertainment showcases a range of products beyond beauty items, including food, fashion, and automobiles, which future studies could explore in terms of the impact of media and celebrity influence.
Korean entertainment's global popularity also suggests that validating the conceptual model in different cultural contexts could enhance its robustness and generalizability.Finally, contrasting the influence of local versus foreign entertainment media could provide valuable insights for brands and marketers.

Figure 2 .
Figure 2. Hypothesis TestingSource:Authors' work (2022) Hair et al. (2017)% aged 17-24.Over half (53.8%) are students, and a notable portion (37.6%) hold a bachelor's degree.The most common income bracket is below Rp. 1,000,000, indicating a lower-income demographic.This profile suggests a youthful, urban, and educationally diverse group with limited financial resources in Appendix 1.Table1and Appendix 2 present the results of the validity and reliability tests conducted on the higher-order construct variables.In contrast, Appendix 2 displays the results of the validity and reliability tests conducted on the lower-order construct variables.Hair et al. (2017)state that indicators with outer loading values below 0.708 should only be eliminated if the AVE value is less than 0.5.

Table 2 displays
HTMT values <0.90, thereby confirming the validity of all variables and indicators.Some HTMT values exceed 0.90, namely Borderline Pathological and Intense Personal;