Arba’iyah Satriani. The Influence of Knowledge about Korean Culture ... MediaTor, Vol 13 (1), Juni 2020, 1-10

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

1Arba’iyah Satriani, 2Rini Rinawati

Fakultas Ilmu Komunikasi, Universitas Islam Bandung, Jl. Tamansari No. 1, Bandung, Indonesia. E-mail : [email protected], [email protected]

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.

Keywords: buying decision, mobile phone Samsung/LG, Korean Wave

INTRODUCTION This is because smart phones is currently Data from Indonesian Ministry providing diverse facilities that can be of Communication and Information used by its owners to access different (Kemeninfo) shows that Indonesia is a things. The findings from the Indonesian giant of digital technology of Asia that is Digital Association (IDA) Research, sleeping. With the number of Indonesian which is supported by Baidu Indonesia, citizen which is around 250 million, this and carried out by the global research country is becoming a big market. The institute GfK (Okezone, 2016) shows that user of smartphones in Indonesia is also Indonesian urban communities are fond of growing. Based on the data from research news consumption through smart phones. institution, digital marketing Emarketer, The percentage reached 96 percent which in 2018, the number of smart phone users is the highest compared to other media in Indonesia is more than 100 million such as television 91 percent, newspapers people. It poses Indonesia as the fourth 31 percent and radio 15 percent. largest country with the active users of Various smart phones that are smart phone, after China, India and The popular in Indonesia are still dominated US (Kemeninfo RI, 2015) by smart phones from Korea, especially Indonesian are using smart phones South Korea. According to Hamidah and for various purposes in their daily lives. Anita (2013) the use of Samsung brand

DOI: https://doi.org/10.29313/mediator.v13i1.5123 1 MediaTor, Vol 13 (1), Juni 2020, 1-10

mobile phones with Android operating of Korean culture that has invaded many system in Indonesia continues to increase countries today is due to several things. because it is not only a necessity of Among these are incorporating elements communication and lifestyle complement related to Confucianism into music and but also helps business activities or various drama, image visualization supported by activities in the office. On the other hand, technological advancements, as well as the superiority use of Samsung smart producers who are actively airing dramas phones in Indonesia is inseparable from on South Korean television. This was the Korean government’s assistance in also supported by the sudden economic promoting the mobile phone along with downturn in several Asian companies K-Pop culture which is currently being which made the Asian market ready to favored throughout the world. The wave accept new Asian products, including of Korean culture which is known as the from Korea (Yeon, 2008 in Ariffin et al Hallyu phenomenon (Korean Wave) is (2018)). being loved by many countries, especially Since mobile phones are the main in Asia including Indonesia. For the first devices of communication in the modern time, the term Hallyu appeared in China. society, it is necessary to find out what This term was introduced by journalist information people are looking for before in Beijing as a form of shock at the rapid they decide to buy a communication growth of Korean popularity and culture device, especially cellphones. Information in China (Ardia, 2014). that was explored was related to Korean Hallyu is a term that means the culture which is currently happening. influence of modern Korean culture in Knowledge about this will help other countries. According to Irwansyah stakeholders in deciding to market their (2011 in Raharja 2013) Korean fever in products and the communication approach Indonesia has begun since the 2000s with that can be conducted to reach the target the inclusion of Korean drama in the market. The aim of this research is to television in this nation. Audiences who find the relationship between knowledge are exposed to Korean culture according about Korean culture and purchasing to Zakiah et. all (2019) are a group of decisions of mobil phones from Korea adolescents with the range of age between (Samsung and LG). 15 years and 25 years. They are generally living in big cities like Bandung, Jakarta, METHOD Solo and Surabaya (Zakiah et all, 2019). This research implements Several factors that become quantitative approach with a co- criterion of development of Hallyu in relational approach, The method is used many various countries are as follow., because it will explore a relationship The first, the success of marketing of between Korean cultural variables as an Asian values in a modern style or what independent variable, and purchasing Kim Song Hwan, a manager of a South decisions as a dependent variable. The co- Korean television broadcast syndicate, relational method according to Rakhmat calls “Asian Values-Hollywood Style.” (in Dermawan dan Rinawati, 2014: 87) The second, the work ethic of Koreans has several aims, namely (1) measuring who are willing to meet their fans in many relationship among several variables; (2) countries. This brings the artists closer to predicting dependent variables from our their fans (Kim, Y., 2007). knowledge about independent variables; According to Yeon (2008) as quoted (3) paving the way to create experimental by Ariffin et al (2018) the advancement research designs.

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Source : Ramdhani, 2009 FIGURE 1. Theory of Planned Behaviour (Ajzen, 2005)

The aim of a co-relational research The research population was is to investigate the relationship between obtained based on their voluntary Korean cultural knowledge through willingness to involved in this research. Korean movies, K-Pop and reality show The population was random since the and a purchasing decision of Korean researchers announced the need of cellphones, Samsung and LG. The respondents of the research through theory that is used to analyse the result social media. The research target of the research is the theory of planned is the users of Korean and Samsung behaviour that is created by Ajzen and cellphones. In addition, the respondents Fishbein (1980 in Mahyarni, 2013). This are asked to inform their e-mail address theory looks at the behavior displayed by so that researchers can send them the individuals as a result of the influence of questionnaire. The number of respondents things from outside. This theory fits to are 40 people which is similar to the the problem of this study because there number of population. Hence, the is an assumption that an individual is technique of sampling research is the usually quite rational and systematically total sampling. uses provided information to consider The next step was researchers sent a the consequences of her/his action before set of research questions or questionnaire decided whether or not to display a to be filled and sent it back to the behavior. researchers soon after it. The returned In general, the model of Theory answer of questionnaires was 36. These of Planned Behaviour can be seen at the 36 people, then, became the respondent FIGURE 1. of the research. The population of this research is the users of Korean cellphones, especially RESULT the brand of Samsung and LG. The reason Research about knowledge of is because the users of Korean cellphones Korean movies especially the title of are very numerous in Indonesia. On While You Were Sleeping shows as the other hand, the motives behind the in TABLE 2. The result shows that purchasing decision of those brands are respondents has a good knowledge about not yet widely known. Korean movies both While You Were

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TABLE 2. Knowledge of Respondents Finding of the research about about Korean Movies K-Pop shows that respondents cognize No Type of Knowledge Percentage many Korean songs that are distributed in Indonesia. This means that Korean music Knowledge of While 1 77,7% as part of Hallyu is loved by Indonesian. You Were Sleeping Several respondents even stated that they Bae Suzy is the main could listen to Korean music many times 2 actress in While 88,8 % in a day. You Were Sleeping In regards to respondents knowledge Knowledge of about Korean variety show that is 3 Winter Sonata Love 55,5 % broadcasting in Indonesian television, it Story can be seen from TABLE 4. Rain isthe main 4 actor in Winter 88,89% TABLE 4. Knowledge about Korean Sonata Love Story variety show Average knowledge about No Type of knowledge Percentage 77,72% Korean movies Knowledge about Source : data from research variety show 1 “Running Man” that 88,8% Sleeping and Winter Sonata Love Story. involves Korean It can be seen from Figure 1. that the actress and actor average of their knowledge about Korean Kang Ji Young movies is over 75 per cent. This finding (KARA) has appear 2 80,5 % illustrates that as part of Hallyu Korean in the Running Man movies are one of cultures that are loved variety show by Indonesian. This is not surprising Average knowledge about 84,6% because most of respondents are over 26 Korean variety show years old which means they have been Source : data from research following the progress of Hallyu for a long time. From the result of knowledge about Finding of the research elaborates K-Pop, it can be seen from TABLE 3. that most of respondents has an adequate knowledge from variety show that is TABLE 3. Respondents knowledge broadcasted in Indonesia television. One about K-Pop of the variety shows that attract many No Type of Knowledge Percentage audiences is ‘Running Man’. Knowledge about In addition, the result of research 1 song of Make Me 66,7% about purchasing decision of KOrean Love You cellphones (Samsung dan LG) can be seen from FIGURE 5. Knowledge related The result of research suggested 2 to the number of 77,7 % that majority of respondents who bought member of SNSD Samsung or LG cellphones knew about Knowledge about the products. Information about Korean 3 song of When Night 55,5 % cellphones is provided through various Falls Korean cultures. This is recognized by Average knowledge about 66,6% majority of respondents that acknowledge K-Pop that information about Samsung and LG Source : data from research are conveyed through K-Pop music and

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TABLE 5. Purchasing decision of Korean cellphones (Samsung dan LG)

No Statement Percentage 1 Very familiar with Samsung brand cellphones 55,55 % 2 Very familiar with LG brand cellphones 72.30 % 3 The quality of Samsung/LG mobile phones is 38,8 % popular 4 Korean cellphones are stronger than cellphones from 30,5% other countries 5 Korean cellphones are more attractive and trendy 38,8%. than other brands 6 K-Pop provides information related to new product 27,7% of Samsung cellphones 7 Variety show Running Man provides news 30,5% information related to new product of LG cellphones 8 Purchase a Samsung or LG cellphones because his/ 38,8% her family has it 9 The decision to purchase a Samsung/LG cellphones 41,6% is also influenced by other factors such as easy to find the service centre when the gadget is damaged or has problems. 10 There is an interesting bonus when purchasing a 27,7% Samsung/LG cellphones Source : data from research variety show. gadgets. The finding of the research also illustrates that the purchasing decision of DISCUSSION Samsung or LG cellphones are made not Findings of the research shows that entirely because of information that they purchasing decision of Korean cellphones, got from the event of K-Pop music and especially Samsung and LG, is based on variety show. The cellphones purchasing respondents knowledge about Korean decision that is done by the respondents cultures. It can be understood because the is cased by several things, such as easy government of Korea is utilizing Hallyu to get service centre when the gadget is phenomenon that is happening today damaged or broken. This is recognized in many countries, especially in Asia, by most respondents. In addition, when including in Indonesia. The government a member of their families has already of Korea takes advantages of this had Samsung or LG cellphones then phenomenon to promote various of its respondents tend to follow their family products including cellphones. decisions. It is because they thought That is in accordance with the their family members have already had findings of Nurhayati (2017) who said experience with the brands. Another that promotion has significant impact to reason for purchasing Samsung or LG the purchasing decisions. The promotion cellphones, according to the research includes utilizing dramas, K-Pop, and respondents, is the presence of various variety show “Running Man”. Therefore, fascinating bonuses in purchasing the cellphones made in Korea, especially

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Samsung, has become one of cellular words of Kim (2011) in Ariffin (2018) is phones with the highest market shares in proactively supporting the culture industry Indonesia which reached 32.2 per cent in the country. In addition, the Korean (data of December 2016) government also realizes the ripple effect The findings of this research are of its vibrant culture in the culture industry in accordance with the understanding of such as Korean dramas, movies, games, Tull and Kahle about marketing strategy. animation and music (Ariffin, 2018). The In the words of Tull and Kahle (in impact of ripple effect, according to Kwon Irmanto and Tjiptono, 2013), marketing and Kim (2013) in Ariffin (2018) not only strategy is a fundamental tool that is happen in the cultural industry but also in designed to reach the aim of the company the electronic industries and information by developing sustainable competitive technology. advantage through targeted market and The result of this research also marketing program that is used to serve shows that what is done by the Korean the targeted market. government is accordingly with the idea of From that definition, it can be Kotler (in Sawitri, Hidayat, and Nurseto, concluded that the purchasing decision 2013) who explained that in purchasing that is done by someone is based on certain something the consumers influence by consideration. These considerations many factors. The factors that influence according to Ajzen and Fishbein (1980) in the behaviour of consumers are culture, the Theory of Planned Behaviour is done social, personal, and psychology. as a form of attitude and subjective norms In addition, the findings of this towards Samsung and LG cellphones. research suggested that other than The implementation of the Theory of knowledge about Korean culture which Planned Behaviour s very strong in the become a basic for the consumer in phenomenon of purchasing Samsung and purchasing decision of Korean cellphones LG cellphones because the purchasing (Samsung and LG), there are several decision is influenced by behavioral factors that also contributed to the beliefs (Ramdhani, 2009). They are things act. One of the factor, based on this that were believed by person in regards to research, is social factor namely family. a behaviour both negative and positive, The habits of family that usually using attitude towards behaviour or tendencies Korean cellphones become a basis of the to react affectionately in the form of like respondents to also use Korean mobile or dislike to the behaviour. phones. Family is a closest human group Marketing strategy that is with the respondents so that they have a undertaken by the Korean government, strong influence to the person’s intention based on this research, shows that about behaviour or decision he/she made. there is “Collaboration of Marketing This is in accordance with the idea of Ajzen Strategy” between entrepreneurs and the (in Ramdhani, 2009) who said that social government which gives a full support. factor especially people who influence This is become a strength that currently someone’s lives can also influence his/her done by utilizing the behaviour of the decision. This factor, according to Ajzen, consumers who are fond of Korean is called as normative belief of someone dramas, K-Pop and variety show to take a certain actions, in this case is “Running Man”. The aggressiveness purchasing decision. of the Korean Government in market The finding of the research shows expanding has caused the selling Korean that what is assumed by the Theory of products faster (Ariffin, 2018). It is in the Planned Behaviour is proven. It is when

6 Arba’iyah Satriani. The Influence of Knowledge about Korean Culture ... someone’s behaviour is assumed as the about the role of family in the purchasing impact of many factors both internal and decisions. They are (1) Influencers : giving external such as information from the information to family member about a media and knowlede about something. product or service; (2) Gatekeepers : The evidence can be seen from the Control the information flow that comes result of this research that showing there to the family; (3) Deciders : having a is correlation between respondents’ power to influence the purchasing process knowledge and Korean culture namely of product or service; (4) BUyers : people dramas, movies, K-Pop and variety show who will buy the product or service; (5) “Running Man” with the respondents’ Users : consuming or using the product or belief. This belief is about the products service; (6) Disposers : will throw away that are promoted by the Korean the product or stop using s certain service. government, in this case is cellphones, so The model of purchasing decision that they purchase the gadget. of Korean cellphones based on this Furthermore, the belief that has been research can be seen from the beginning formed at the end will give respondents of information about Korean cellphones the basis of intention to know and find that used by actors or actresses in the out deeply about the Korean products, dramas, K-Pop, and variety show. This especially cellphones. The process of is in accordance with the findings of knowledge which become a belief and research that has been done by Wan give rise a consumers intention apparently Mat, Kim, Abdul Manaf, Phang & Abdul in accordance with the idea of Peter & Adis (2019). It said that celebrity in the Olson about behaviour that is revealed television such as Korean drama and by the consumers. According to Peter & variety show can influence their audiences Olson in Irmanto and Tjiptono (2013), to buy the product offered. consumers behaviour is including On the other hand, information thoughts and feelings that are experienced about cellphones in line with the policy by someone and actions that he/she takes of the Korean Government that conduct in the consumption process. promotion together with all entrepreneurs Intention or motive in the Theory of who produce Korean cellphones. They Planned Behaviour is a form of someone’s utilize the Hallyu phenomenon. Those tendency to choose to do or not do a job, in activities at the end make people aware this case is puchasing Korean cellphones. about Korean products especially This intention is determined by looking mobil phones. Moreover, the Korean at someone’s positive action in certain government’s support to the marketing behaviour and how big support from product of the cellphones and other their circles (people who are important creative industries is very serious. It for their daily lives) when he/she doing can be seen from the decision of the certain behaviour. Korean government to create the Korean The interesting findings from this Creative Content Agency (KOCCA). The research is that there is a connection institution is under the ministry of culture, between family support and ease to find sports and tourism. The government equips a service centre. Those are the incentive the institution with a number of funds that for someone who has an intention to buy can be used to help the development of Korean cellphones with the cellphones their business, especially to promote their purchasing decision. This is in accordance product overseas (Ariffin, 2018). with the statement of Peter J Paul and The knowledge obtained will Olson, Jerry C (2005) in Yuniarti (2015) further increase consumer’s belief and

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intention. Before buying, they also said that a family is a group of people evaluated the products. The consumers which ties by marriage, childbirth, child intention and belief, at the end, become development and adoption that aims to the basis of purchasing decision in using create and maintain culture as well as to Korean cellphones (Samsung and LG). improve the physical, mental, emotional Information seeking is obtained through and social development from every communication. According to Irwan family member. (2008) in Pratiwi and Lubis (2017), from In addition, there is another the consumer side, communication is very definition from Kotler and Armstrong helpful in making a purchasing decision (2011) who suggested that a family is because information that is obtained is the most important consumer purchasing very important for making an important organization in the society so that the decision. family member can be a primer reference The research also find that there group that is most influential. If it are other variables that contribute in looked at the definition above, it makes purchasing decision that is done by sense when the role of the family is very the consumers in purchasing Korean influential in purchasing decision of a cellphones. Those variable are family product, including the purchasing decision who also using Korean cellphones, of Korean cellphones. The research that attractive bonuses, ease to find service was conducted by Rompas and Tumewu centres, and information about the good (2014) strengthen this by saying that quality of Korean cellphones. This is in purchasing decision that generally needs accordance with the findings of Hamidah a long process as an impact of the social and Anita (2013) that suggested the influential, through a persuation of family brand image has a positive impact and members or friends. This is supported significant towards purchasing decision by Haryono (2017) who said that before of Sambung mobile phones. purchasing decision is done, consumers It can be seen from the research collect information from their closes that illustrated 38.8 per cent of the people such as family, neighbour, friends respondents or 14 people said that they etc. are strongly agree to buy Korean mobile phones (Samsung or LG) because CONCLUSION their family has the gadgets. In can be From this study, it can be conluded happened because a good communication that (1) knowledge about Korean culture among family members. They are inform through drama gives a significant each other about certian products and contribution for respondents in purchasing the primacy. This is corresponds to the decision of Korean cellphones, Samsung research findings of Yuniarti (2015) that and LG; (2) Knowledge about K-Pop suggested the influence of family is ample gives less contribution for respondents for purchasing decision in buying certain in purchasing decision of Korean products. cellphones, Samsung and LG; (3) Variety In the idea of Andespa (2017), show “Running Man” gives a significant decision making in the family is very contribution for respondents in purchasing complex so that the decision making will decision of Korean cellphones, Samsung not be the same among family members. and LG. This is possible when we look at the From the research findings, it can definition of family according to Duvall seen that television shows (both Korean and Logan (1995) in Andespa (2017) who dramas and variety shows) provides a

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