KONSUMSI KONTEN MEDIA KOREA DAN PENGARUHNYA TERHADAP MINAT MENGONSUMSI PRODUK KOREA

• Main Authors: , AMELINA FAUZAN LESTARI PUTRI, , Pulung Setiosuci Perbawani, S.IP, MM
• Format: Theses and Dissertations NonPeerReviewed
• Published: [Yogyakarta] : Universitas Gadjah Mada 2014
• Subjects: ETD
• Online Access: https://repository.ugm.ac.id/127110/; http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=67354
• Institution: Universitas Gadjah Mada

In the recent years, the phenomenon of Korean popular culture known as Korean wave or Hallyu sweeping the globe. Along with the success of Korean cultural products and the increase of its nation image, products of Korean manufacturing industry also become increasingly recognized by Indonesian public. Many Korean companies then intentionally use Korean cultural products as a tool to market their manufacturing products. Overall, this study proves that the consumption of Korean media content has a significant positive effect towards the interest to consume Korean products. The exposure of Korean media content and individual attention towards it become the most important factors in influencing the emergence of interest to consume Korean products. This result also support the idea about the important role of organism through individual differences in the intensity of consuming Korean media content, which it managed to be a mediator factor that determine the occurrence of a response in the form of interest to consume Korean products. The results of this study also indicates that there are many other factors that influence individual interest to consume Korean products, such as price and social groups (peer group and reference group) factor. From the survey, it is known that the interest of Indonesia women to consume Korean products is quite large, which the main reason is based on the benefits and advantages of the product. However, for those who are fans (dominant audience) of Korean pop culture, the interest to consume these Korean products could emerge solely because they saw those products in the Korean media content they consumed, or because their idol artist also consume these products.