THE MODERATING INFLUENCE OF FANATICISM TOWARD THE ACCEPTANCE OF KOREAN COSMETICS AND FOOD PRODUCTS IN INDONESIA

• Main Author: Nadroh, Ummi
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/53034
• Institution: Institut Teknologi Bandung

Nowadays, Korean products are now starting to become one of the hottest ticket items in Indonesia. The phenomenon of exposure to Korean popular culture has an effect on lifestyles, particularly for Indonesians who are hooked on Korean entertainment such as dramas, music, reality shows, and who admire Korean celebrities. Another effect of the phenomenon is the growing curiosity of Indonesian consumers in Korean products, one of which is food and cosmetics, which are the two major categories that are most liked and widely consumed (Nadhifah & Tusita, 2019; Srihartati et.al, 2018). A culture-based and marketing-based product acceptance approaches are interrelated and support each other. Indonesia is an excellent example of how the marketing factors will be intertwined with the cultural factors, knowing that Indonesia is multicultural. In addition, several conditions in Indonesia can affect the adoption of Korean products, such as the majority of the population is Muslim whose religious teachings forbid the consumption of illicit products (Hakeem & Lee, 2018). Then, Indonesia is one of the countries with the largest number of K-Pop fans in the world, which may influence the adoption of Korean products. The goal of this study is to examine the moderate influence of fanaticism on cultural and marketing perspectives towards the adoption of Korean cosmetics and food products in Indonesia. This research has used a qualitative and quantitative approach to data. Qualitative data is generated by focus groups interview using snowball sampling technique. Quantitative surveys were conducted by distributing questionnaire 202 respondents using simple random sampling method and analyzed using structural equation modeling (SEM) AMOS version 22.0. The sample of this study is Indonesians Muslim from Jakarta, Bandung, and Surabaya. The results of this study indicate that culture and marketing factors influence product adoption. It was also found that fanaticism moderates the acceptance of products based on culture and marketing.