EXPLORING THE INTEGRATION OF KOREAN LIFESTYLE AND VALUES IN PURCHASING DECISION OF INDONESIAN SHOPPERS

Abstract

Entering the twentieth century, a novel phenomenon of globalization has emerged and revolutionized all aspects of our contemporary lives. Initiated by massive and rapid development in information, communication, and transportation technology, globalization has blurred geographical boundaries and shortened virtual distance between individuals and states. This thesis aims to find out why Indonesian consumers adopt Korean culture and lifestyle into their purchasing decisions. To acquire the answers, this thesis uses qualitative research method based on phenomenological research design supported using Nvivo software as a helping instrument. Data that is used to answer these questions are gathered through in-depth interview of 20 individuals with age range from 18 to 24. This thesis finds that the main feature why Korean culture is considered to be attractive for interview participants is because of their uniqueness. There are several aspects that constitute said uniqueness, namely its modemity, its creative use of sophisticated technology, and its reputation for having a high-quality brand and technology. While its modernity is considered as one of the core features because interview participants like Korean culture and lifestyle, promotion has played a huge part in introducing Korean culture and lifestyle to Indonesia.