As the issue of basic needs have been resolved through economic development, companies are attempting to develop products that consider human emotion, product that respects value, which goes beyond convenience. At the same time, advertisements using culture and art, promotional marketing is taking place.
At this point, through the Korean Wave in Southeast Asia that began in 1999 as a milestone to spread the culture of Korea to another country, Korean culture is spreading out through South Korean TV dramas, K-Pop and other popular elements.
Through the identification of the beginning and the moment of the Korean Wave for marketing research that combines the culture marketing and the field research and surveys about literature survey and the 13 years of experience living in Malaysia, we are able to study about how the brand preferences of Malaysia consumer on the Korean wave will have influence on the product satisfaction, popularity, and loyalty of Korean brands.
The purpose of this empirical study is to examine whether this concept is valid and to explore the relationships between four variables; hallyu Preference, Brand Awareness, Customer Satisfaction, Loyalty.
The research methodologies used in this study are as follows: Firstly, a literature review, related to the concept of the variables and correlations between them has been carried out to set up research model Secondly, based on this model, a questionnaire survey from August till September, 2014 was performed to Malaysia consumers. Thirdly, Confirmatory factor analysis, reliability using SPSS Win and SEM using AMOS were used to analyze the data.