Hubungan antara Pengetahuan Budaya Korea dengan Keputusan Pembelian Handphone Korea

Arbaiyah Satriani,Rini Rinawati

doi:10.29313/mediator.v13i1.5123

Abstract

Indonesian society is currently experiencing a wave of Korean culture (Hallyu) which has also hit various countries. The wave of Korean culture began from a decade ago and has been more intense until now. Korean cultures that are loved by many Indonesian are Korean drama, K-Pop and reality shows that feature Korean artists. Therefore, many business men to take advantage of this situation by utilizing the three types of Korean entertainment to market their products. One of the products is mobile phone namely Samsung and LG. This research seeks information about the relationship between knowledge about Hallyu with Samsung or LG cellphones purchasing decisions that is made by Korean culture fans. This research implements quantitative method with a total of 40 respondents. The results showed that the knowledge of Korean culture through drama and variety shows "Running Man" contributed substantially to respondents in deciding to buy Korean Samsung and LG mobile phones. On the contrary, knowledge about K-Pop music did not contribute much to respondents in deciding to buy Korean Samsung and LG mobile phones.

Highlights

Data from Indonesian Ministry of Communication and Information (Kemeninfo) shows that Indonesia is a giant of digital technology of Asia that is sleeping
In the idea of Andespa (2017), decision making in the family is very complex so that the decision making will not be the same among family members. This is possible when we look at the definition of family according to Duvall and Logan (1995) in Andespa (2017) who said that a family is a group of people which ties by marriage, childbirth, child development and adoption that aims to create and maintain culture as well as to improve the physical, mental, emotional and social development from every family member
From this study, it can be conluded that (1) knowledge about Korean culture through drama gives a significant contribution for respondents in purchasing decision of Korean cellphones, Samsung and LG; (2) Knowledge about K-Pop gives less contribution for respondents in purchasing decision of Korean cellphones, Samsung and LG; (3) Variety show “Running Man” gives a significant contribution for respondents in purchasing decision of Korean cellphones, Samsung and LG

Summary

Introduction

Data from Indonesian Ministry of Communication and Information (Kemeninfo) shows that Indonesia is a giant of digital technology of Asia that is sleeping. With the number of Indonesian citizen which is around 250 million, this country is becoming a big market. The user of smartphones in Indonesia is growing. Based on the data from research institution, digital marketing Emarketer, in 2018, the number of smart phone users in Indonesia is more than 100 million people. It poses Indonesia as the fourth largest country with the active users of smart phone, after China, India and The US (Kemeninfo RI, 2015). Indonesian are using smart phones for various purposes in their daily lives

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