Marketing strategy development for MSME based on the Korean Wave
Article Sidebar
Main Article Content
Abstract
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.
Article Details
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
Badar, M. M. (2021). The Effect of Brand Image on Product Purchase Intention with Customer Satisfaction as A Mediation Variable (Study of Semen Gresik Consumer in East Java). Jurnal Ilmiah Mahasiswa FEB UB, 3(2).
Fernando, M. (2015). The Impact of Local Vultural Values on The Effectiveness of Advertising Appeals [University of Sri Jayewardenepura]. https://doi.org/10.13140/RG.2.1.4704.5205
Hendayana, Y., & Afifah, N. (2021). Pengaruh Brand Ambassador Dan Korean Wave Terhadap Minat Belanja Online Melalui Marketplace Tokopedia. Kinerja: Jurnal Ekonomi Dan Bisnis, 3(1), 32–46. https://doi.org/10.34005/kinerja.v3i1.1285
Huang, S. (2011). Nation-branding and transnational consumption: Japan-mania and the Korean wave in Taiwan. Media, Culture and Society, 33(1), 3–18. https://doi.org/10.1177/0163443710379670
Hussain, S., Li, Y., & Li, W. (2021). Influence of platform characteristics on purchase intention in social commerce: mechanism of psychological contracts. Journal of Theoretical and Applied Electronic Commerce Research, 16(1), 1–17. https://doi.org/10.4067/S0718-18762021000100102
Lee, Y. L., Jung, M., Nathan, R. J., & Chung, J. E. (2020). Cross-national study on the perception of the korean wave and cultural hybridity in indonesia and malaysia using discourse on social media. Sustainability (Switzerland), 12(15), 1–33. https://doi.org/10.3390/su12156072
Mappatompo, A., Rahim, A. R., & Nasrullah. (2022). Effect of Promotion , Brand Image on Local Wisdom and Decisions Purchasing At the Pt . Megah Putra Sejahtera Suzuki Makassar. 2nd International Conferences on Business & Social Sciences, 486–504.
Musay, F. P. (2013). Pengaruh Brand Image Terhadap Keputusan Pembelian: Survei Pada Konsumen KFC Kawi Malang). Universitas Brawijaya.
Nina Jobst. (2022). Main Aspect for Popularity of Korean Fashion in Indonesia. Statista.
Noventhia, D. (2016). Pengaruh Korean Wave Terhadap Nation Brand Korea Selatan. Universitas Sumatera Utara.
Ochieng, H. K., & Kim, S. (2019). Cultural Exchange and Its Externalities on Korea-Africa Relations: How Does the Korean Wave Affect the Perception and Purchasing Behavior of African Consumers? East Asian Economic Review, 23(4), 381–407. https://doi.org/10.11644/kiep.eaer.2019.23.4.368
Rinjani, B. M., Sulhaini, & Rinuastuti, B. H. (2019). The Influence of South Korea Drama and Country of Origin on Brand Image and Purchase Intention of South Korea Cosmetics by Female Student in University of Mataram. Global Journal of Management and Business Research: E Marketing, 19(8), 36–41.
Sari, H. P. (2016). The Perception of Alay Subculture Toward Korean Nation Branding (Korean Wave). Jurnal Ilmiah Mahasiswa Universitas Surabaya, 5(1), 1–15.
Sembiring, V. A., & Prabandari, W. D. (2021). Analysis of the ompact of korean wave on purchase decision making at patbingsoo korean dessert house, flavor bliss, Tangerang Selatan. International Journal of Innovative Science and Research Technology, 6(3), 628–634.
Shen, Y., & Kwak, R. S. (2019). Country image and product attitude: An estimation of switching costs for the Korean wave. Journal of Korea Trade, 23(8), 45–72. https://doi.org/10.35611/jkt.2019.23.8.45
Son, S., & Kijboonchoo, T. (2018). The Impact of Korean Wave on the Purchase Intention of Korean Cosmetics of Thai People in Bangkok and Chonburi, Thailand. PSAKU International Journal of Interdisciplinary Research, 5(2), 76–83. https://doi.org/10.12778/235108618x15452373185705
Statista. (2020). Distribution of K-Pop Views on Youtube Worldwide as of June 2019, by Country.
Statista. (2021). Growth Rate of Search Queries for Korean Food in Indonesia 2020.
Suryani, N. P. E. (2014). Korean Wave Sebagai Instrumen Soft Power untuk Memperoleh Keuntungan Ekonomi Korea Selatan. GLOBAL, 16(1), 69–83.
Tjoe, F. Z., & Kim, K. T. (2016). The effect of Korean Wave on consumer’s purchase intention of Korean cosmetic products in Indonesia. Journal of Distribution Science, 14(9), 65–72. https://doi.org/10.15722/jds.14.9.201609.65
Wang, Y., & Tsai, C. (2014). The Relationship Between Brand Image and Purchase Intention: Evidence From Award Winning Mutual Funds. International Journal of Business & Finance Research, 8(2), 27–40.
Wuryanta, E. W. (2012). Di antara Pusaran Gelombang Korea (Menyimak Fenomena K-Pop di Indonesia). Jurnal ULTIMA Comm, 4(2), 79–94. https://doi.org/10.31937/ultimacomm.v4i2.209