Published Paper Details:

This study investigates consumer behavior towards Korean restaurants, focusing on factors influencing restaurant selection and customer loyalty. Driven by the growing global popularity of Korean pop culture, particularly K-pop, this research explores how cultural influences impact dining preferences. A survey was conducted to gather data on consumer interest in Korean cuisine, key factors in restaurant selection, and elements that contribute to customer loyalty. The findings reveal a significant interest in Korean dishes, largely influenced by the respondents' exposure to Korean music and entertainment. Key factors driving restaurant selection include the authenticity of the culinary experience, cultural appeal, and the variety and innovation of the menu. Positive dining experiences, characterized by high-quality food, excellent service, and a pleasant atmosphere, are critical in fostering customer loyalty. Additionally, active brand engagement through social media enhances customer retention. The study highlights that younger demographics, particularly those aged 18 to 35, show the highest enthusiasm for Korean cuisine. Urban areas with diverse populations are more receptive to Korean restaurants. The research concludes that Korean restaurants emphasizing authenticity, cultural immersion, and innovative dining experiences are well-positioned to attract and retain loyal customers.