The Influence of Knowledge about Korean Culture on Decision of Purchasing Korean Mobile phones

Mediator: Jurnal Komunikasi

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Field Value
 
Title The Influence of Knowledge about Korean Culture on Decision of Purchasing Korean Mobile phones
Hubungan antara Pengetahuan Budaya Korea dengan Keputusan Pembelian Handphone Korea
 
Creator Satriani, Arbaiyah
Rinawati, Rini
 
Subject communication; Mass Media and New Media
buying decision; mobile phone Samsung/LG; Korean Wave
Communication
Keputusan Pembelian, HP Samsung/LG, Hallyu
 
Description 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.
Gelombang budaya Korea (Hallyu) yang menerpa berbagai negara juga dialami Indonesia. Terpaan budaya Korea ini sudah dimulai sejak satu dasawarsa silam dan semakin gencar hingga kini. Budaya Korea yang diminati oleh banyak kalangan di Indonesia adalah film drama Korea, K-Pop dan reality show yang menampilkan para artis Korea.  Para penggemar budaya Korea mengenal dengan baik para artis yang bermain dalam ketiga jenis hiburan tersebut. Karena itu, pemasaran produk Korea pun memanfaatkan ketiga jenis hiburan tersebut. Di antaranya adalah pemasaran produk handphone Korea, Samsung dan LG. Penelitian ini mencari informasi mengenai hubungan antara pengetahuan tentang Hallyu dengan keputusan pembelian handphone merek Samsung/LG yang dilakukan oleh para penggemar budaya Korea. Penelitian ini menggunakan metode kuantitatif dan dianalisis dengan teori Perilaku Direncanakan. Hasil penelitian menunjukkan bahwa pengetahuan budaya Korea melalui film drama dan variety show “Runing Man” memberikan kontribusi yang cukup bagi responden dalam memutuskan membeli  handphone Korea yaitu Samsung dan LG. Tetapi pengetahuan mengenai musik K-Pop kurang memberikan kontribusi bagi responden dalam memutuskan membeli handphone Korea (Samsung dan LG).
 
Publisher Pusat Penerbitan Universitas (P2U) LPPM Unisba
 
Contributor

 
Date 2020-06-30
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion

kuantitatif
kuantitatif
 
Format application/pdf
 
Identifier https://ejournal.unisba.ac.id/index.php/mediator/article/view/5123
10.29313/mediator.v13i1.5123
 
Source Mediator: Jurnal Komunikasi; Vol 13, No 1 (2020): (Accredited Sinta 3); 1-10
MediaTor (Jurnal Komunikasi); Vol 13, No 1 (2020): (Accredited Sinta 3); 1-10
2581-0758
1411-5883
10.29313/mediator.v13i1
 
Language eng
 
Relation https://ejournal.unisba.ac.id/index.php/mediator/article/view/5123/pdf
 
Rights Copyright (c) 2020 Mediator: Jurnal Komunikasi
http://creativecommons.org/licenses/by/4.0
 

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