The Influence of Korean Pop Culture Toward Consumer Intention on Selecting Korean Foods

THE INFLUENCE OF KOREAN POP CULTURE TOWARD CONSUMER INTENTION ON SELECTING KOREAN FOODS

Liswindwinanto Wicaksono Robert La Are Swiss German University, Tangerang, Indonesia Swiss German University, Tangerang, Indonesia Email: [email protected] Email: [email protected]

The purpose of the research is to find out the influence of Korean Pop Culture toward consumer intention on selecting Korean food. Korean Drama and Korean pop music are two phenomenal Abstract Korean pop culture which are spreaded around the world. In 1997, Korean Drama was first broadcast in China, following with the big step in 2004 where Korean Drama exported also to Hong Kong and Taiwan while Korean Pop Music start to gain popularity in the late of 1990s. In Indonesia, Korean Drama and K-pop music began to be popular in beginning of 2000’s. Their popularity are followed by Korean foods in 2014. This research is to look specifically on whether Korean Pop Culture influence Indonesian people to choose Korean foods as their options. Using SPSS software and with simple linear regression method analysis, 100 respondents’ data collected is processed through validity and reliability test, classical assumption test and hypothesis testing. The results show that Korean Pop Culture influence Indonesian people to choose Korean foods.

Consumer Intention, Fanaticism, K-pop music, Korean Drama, Korean foods

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I. INTRODUCTION status throughout Asia by gearing her career more to Japan and the United States than to Korea for recordings and opular culture can be defined as live performances (Korean Culture and a culture which is favoured or Information Service, 2011). liked by many people (Storey, 2008). Examples of popular cul- After two years the increasing of Korean Pture come from a wide array of genres, music and drama popularity, Korean including popular music, print, cyber cul- foods seems to be following the trend ture, sports, entertainment, leisure, fads, in Indonesia. People go to Korean advertising and television. Sports and Restaurants to try and even enjoy the television are arguably two of the most foods. There are currently at least 150 widely consumed examples of popular Korean restaurants in Jakarta, catering culture, and they also represent two exam- to the palates of those hooked on Korean ples of popular culture with great staying dramas and reality shows — or on the power (Delaney, 2007). favourite food of their favourite actors and singers (Simanjuntak, 2015). South Korea has two famous popular culture around the world which are Korean drama and K-pop music. According to forms of Korean Culture and Information II. LITERATURE REVIEW Service (2011), the fame of Korean Drama around the world started in 1997 II.I Framework Of Thinking when China’s state run Korean drama “What is Love” and reached its success in Figure 2. 1 Framework of Thinking attracting Chinese people. The success of Korean dramas in China was followed by “A Wish upon Star” which was broadcast in 1999. In 2003, NHK TV ran the Korean drama Winter Sonata and the result was an unprecedented cultural phenomenon. The big step happened in 2004 when “Jewel in the Palace” was exported to China, Hong Kong and Taiwan. After release in that countries, other countries such as Iran, the South East Asia region and even Europe tried to import this drama. Meanwhile, Korean Pop Music started to gain popularity in the late 1990s. II.II CULTURE Following the success of H.O.T. in Hong Kong, Taiwan, and China, drama stars Culture is a set of values, ideas, artefacts, like Ahn Jae-wook and Park Yong-ha, boy and other meaningful symbols which bands NRG; Sechs Kies and Shinwha; help people to do communication, and girl band Baby V.O.X. held concerts interpretation, and evaluation as members in packed venues in Taiwan and Hong of society (Blackwell, 2006). According Kong. BoA was the first Korean singers to Storey (2008), culture can be defined to turn genuinely global and earn cult as a process of intellectual, spiritual,

14 THE INFLUENCE OF KOREAN POP CULTURE TOWARD. . . . . Wicaksono And Are and aesthetic development. Besides that, longer recognizes the distinction between culture can be defined also as a way of high and popular culture (Storey, 2008). life whether as individual, society, or in a community. II.III Fanaticism

II.II.I Definition of Popular Culture Fanaticism is defined as the degree of Popular culture have several definitions. intensity to which one is a fan, with the Raymond Williams suggests four current level of involvement varying from low to meanings about the meaning of “popular”: high intensity. Fanaticism can be also be ‘well-liked by many people’; ‘inferior described also as the level of how much kinds of work’; ‘work deliberately setting a person like or interest of a particular out to win favour with the people’; person, group, trend, artwork or idea ‘culture actually made by the people for (Thorne & Bruner, 2006). According to themselves’ (Storey, 2008). Passmore (2003) in Chung et al. (2008), someone who is filled with an extreme The first definition of popular culture is personal passion and sometimes can a culture that like by many people. The be so excessice is called as Fanatics. second definition of popular culture is According to some journals (e.g. Bristow cultures which are not selected because and Sebastian 2001; Funk and James those cultures don’t have standard to 2001; McAlexander, Schouten and be classified as high culture. The third Koenig 2002; Muñiz and O’Guinn 2001; definition of popular culture is cultures Oliver 1999; Redden and Steiner 2000) which are made by people to be consumed in Thorne & Bruner (2006), fanaticism for mass consumption (Storey, 2008). is a unique form of loyalty characterised According to Storey (2008), a fourth by extraordinary (strong, intense, definition contends that popular culture and extreme) levels of commitment, is the culture that originates from ‘the allegiance, devotion, passion, emotional people’. It takes issue with any approach attachment, enthusiasm, and involvement. that suggests that it is something imposed II.III.I Characteristics of fanaticism on ‘the people’ from above. This is popular culture as folk culture: a culture Anecdotal evidence from the work of of the people for the people. A fifth Fine (1983), Kozinets (2001) and Belk definition of popular culture, then, is and Costa (1998) in Thorne & Bruner one that draws on the political analysis (2006), suggested the presence of a set of the Italian Marxist Antonio Gramsci, of characteristics common to fans across particularly on his development of the different areas of fanaticism. Specifically, concept of hegemony. ‘Hegemony’ to the available literature strongly indicates refer to the way in which dominant the existence of four characteristics groups in society, through a process of driving fan behaviour and these are ‘intellectual and moral leadership, seek discussed below. to win the consent of subordinate groups Internal involvement in society. A sixth definition of popular culture is one informed by recent thinking A primary observation that has been made around the debate on postmodernism. The about fans is that they prioritize what they main point to insist on here is the claim are interested with their energy, time, and that postmodern culture is a culture that no resources intently. They get what make

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them happy and they don’t mind if they their primary needs to get the item. friends and family don’t like what they Desire for social interaction like. Fans are hard to change their opinion when they see what they like. Often, the Each fan may have different intensity fan will admit themselves as a fan (Thorne about what they like. They feel that no & Bruner, 2006). one has the same fascination as they do. But, when each fan interact with other Desire for external involvement fans, the desire for interaction is strong. Fans are motivated to show their Fans usually are not satisfied when they involvement with something that they interact with their friends, family, or like with certain action. The fan’s desire someone they know who are not interested for external involvement manifests itself to what the fans like because they don’t in many different ways depending upon get the intensity like when they interact the genre. Fans may decide to spend time with other fans. To get convenience as a reading about what they like, joining fan, fans usually interact with other fans presentations or events, posting related to with e-mail, chat room, and electronic what they like on social media or joining mailing list. But there are some fans who conventions. External involvement prefer to meet by face to face such as fan activity may include wanting to buy a club meetings, and organized conventions magazine to know the progress what the because it can satisfy them to interact with fan like. For intense expression, it can be other fans (Thorne & Bruner, 2006). spending a weekend dressed up and re- enacting the activities of a mountain-man II.IV Consumer Behaviour of a century and a half ago (Thorne & Bruner, 2006). Consumer buyer behaviour refers to the buying behaviour of final consumers – Wish to acquire individual and households who buy goods According to Thorne & Bruner (2006). and services for personal consumption Fans like to have some stuffs that related (Kotler & Armstrong, 2002). According to what they want as a media to express to Kurtz & Boone (2006), consumer themselves. There are some reason that behaviour is mental and physical activities can be the motivation for them. Fans may of individuals who actually utilize the want to use the stuffs as a link when they purchased goods and services. do fans’ activity. A shared community can II.IV.I Characteristics Affecting be a media to express a total control of their life in this specific area. A fan like Consumer Behaviour to have stuffs that only him who can have Consumer’s purchases are influenced it. According to Hebdige (1979) in Thorne strongly by cultural, social, personal, & Bruner (2006), fans have desire to join and psychological characteristics. For activities to make the stuffs what they want the most part, marketers cannot control to have. But it is not possible for fans to do such factors, but they must take them into that. So fans choose to have those stuffs as account (Kotler & Armstrong, 2002). alternative. With having stuffs what they want, fans will feel that they are closed to Cultural Factors what they like. If the stuff is valuable for Cultural factor strongly influence them, some fans choose to sacrifice what consumer’s purchases. Cultural factors

16 THE INFLUENCE OF KOREAN POP CULTURE TOWARD. . . . . Wicaksono And Are exert a broad and deep influence on II.V RESEARCH MODEL consumer behaviour Culture. Culture is & HYPOTHESIS the most basic cause of a person’s wants and behaviour. Every group or society Below is a constructed research model, has a culture, and cultural influence on built upon each variable indicator. buying behaviour may vary greatly from country to country or even neighbourhood Figure 2. 2 Research Model to neighbourhood (Kotler & Armstrong, 2002). H1: Korean Pop Culture Fanaticism influences Indonesian people II.IV.II Consumer Intention to try Korean foods select Korean foods as an option. One of alternative approach to predicting consumer behaviour involves asking H0: Korean Pop Culture consumers what they intent to do. In Fanaticism has no influence on Indonesian table 2.1, the data shows about the people to try and select Korean foods as consumer intention to spend more or less an option. money in a number different product categories. In essence, these consumers II.V RESEARCH METHODOLOGY reported a form of spending intentions. Spending intention reflect how much The research used a causal explanatory money consumers think they will spend. research. Causal-explanatory research But there are other types of consumer is used to find correlation between the intention. Purchase intention is described variables that caused the phenomenon of as what consumers think they will buy. A a subject (Cooper & Schindler, 2014). special type of purchase intention is Primary and secondary data were both repurchase intentions, which indicate used to complete the research. Primary whether consumers anticipate buying the data sources are information obtained first- same products or brand again. Shopping hand by the researcher on the variables intentions capture where consumers plan of interest for the specific purpose of the on making their products purchases. study (Sekaran & Bougie, 2014). Primary Search intentions indicate consumers’ data of this research were collected intention to engage in external search. with using questionnaire in forms of Consumption intentions represents quantitative data. The secondary data consumers’ intentions to engage in a were collected from every online journal, particular consumption activity (e.g., books and statistical data of Indonesia watch television, exercise, and browse Census Bureau. As for this research, the the Internet (Blackwell, Miniard, Engel, independent variable were Korean Popular Pai, & Jooria, 2007). Culture and the dependent variable will be Consumer Behaviour. Independent variable was defined as a variable that Table 2. 1 Consumers’ Spending Intentions: Winner and influences the dependent variable and Losers (percent). Source: Blackwell (2012) accounts for explaining its variance.

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Dependent variable was described as the variable of primary interest to the researcher (Sekaran & Bougie 2014).

Table 3. 1 Operational Variable Table

Variable I ndicator Conceptual Definition Operational Definition Scale n = Sample size focusing their time, How often people focus Internal energy and resources their time and energy to Involveme Ordinal intently on a specific enjoy Korean Drama nt Z = Z value area of research and K-pop demonstrate their How often people get Desire for involvement with the involved with Korean External area of their interest Drama and K-pop O rdinal Involveme α = Standard deviation through various nt behaviours Fanaticism a motivation to have or people motivation to Wish to get something have or get attributes of e = Margin of error Ordinal Acquire Korean Drama or K- pop desire to interact with How much time the Desire for people people spend with Social others to talk about Ordinal Interaction Korean Drama and K- pop Where the calculation are: What consumers think What consumers think Purchase they will buy about what foods will Ordinal Intention be bought whether consumers Whether consumers Re- anticipate buying the wants to buy the same purchase Ordinal same products or brand Korean foods after taste Intention again for the first time where consumers plan where consumers plan Shopping on making their on eating Korean foods O rdinal Consumer Intention product purchases Intention How much money How much money Spending consumers think they consumers will spend Ordinal Intention will spend for Korean foods Consumpti consumers' intention to consumers' intention to on engage in a particular consume Korean foods Ordinal Intention consumption activity regularly consumers' intention to consumers' intention to Search engage in external search information Ordinal This research used stratified random Intention search about Korean foods sampling method. Stratified random sampling is used by dividing population According to Sekaran & Bougie (2014), into meaningful segments; thereafter population refers to the entire of group of are drawing proportion to their original people events, or things of interest that numbers in the population (Sekaran & the researcher wishes to investigate. For Bougie 2014). this research, the author chose people Simple / linear regression method was who live in South Tangerang because used for data analysis. Regression analysis of the limitation of the author to collect is a statistical technique that attempts to the respondents. According to Cooper “explain” movements in one variable & Schindler (2014), Sample is a group (Studenmund, 2006). Linear regression of cases, participants, events, or records observation of X values to estimate or consisting of a portion of the target predict corresponding Y values (Cooper population. The author selected people & Schindler, 2014). Linear regression who live in South Tangerang between 18- may be expressed as below equation. 34 years old because according to Korean Culture and Information Service (2011) the highest percentage based on age for Y = β0 + β1X enjoying Korean Drama and K-pop is 39% for age between 18-34 years old. Y : dependent variable Sample size was determined by proportion X : independent variable parameter sampling with 90% confidence level and 10% of maximum margin of β0 : constant or intercept error will be used (University Black Hill State). β1 : slope coefficient

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Normality test Normality is “the assumption that the observations, Yi are normally distributed with mean α + βXi and variance” (Bradley, 2007). Normality test is to indicate b1 was previously defined as the slope β1 whether the residual values distributed s(b1) is the standard error of β1 normal or not. Kolmogorof Smirnov test can be conducted for each variable or Criteria of hypothesis acceptance or its residual value. Data are normal if its rejected: residual values are above significance P value > α (10% or 0.1), h is accepted values set or it can be said if P value ≥ α, h0 is accepted, data are normal. However p value ≤ α (10% or 0.1), h1 rejected if p value < α, h0 rejected it means data are abnormal (Sunjoyo et al, 2013). IV.RESULT AND DISCUSSION

Heteroscedasticity test IV.I Classic Assumption Test “Heteroscedasticity is the violation of Classical Assumption V, which states Classical assumptions test is one of the that the observations of the error term requirement before a researcher can do are drawn from a distribution that has a hypothesis testing. Classical assumption constant variance” (Studenmund A. H., test is done to minimize any error within 2006). Heteroscedasticity is known as a the data collected that might affect the situation where the conditional variance of final results. In this research, author only the Y population varies with X. Glejser test do normality and heteroscedasticity test can be used to detect heteroscedasticity. If since the method is linear regression. P value ≥ α, h0 is accepted, data are free from heteroscedasticity, in the other hand if p value < α, h0 rejected, it means data A. Normality Test contains heteroscedasticity (Sunjoyo et al, Normality test is one of the principal 2013). classic assumption test. Its purpose is to detect whether the residual value is distributed normal. The statistical T-test. hypotheses for normality test are: T-test is a parametric test to determine the H0: Data is normally distributed statistical significance between a sample distribution mean and a population H1: Data is not normally distributed parameter; used when the population Later, the asymp.sig value will be standard deviation is un-known and the compared to desired level of significance sample standard deviation is used as a which in this case 0.05. If it is higher proxy, whether β1 = 0. Two-tailed test than 0.05, H0 is accepted. Author will was used since the actual relationship use One-Sample Kolmogorov-Smirnov is positive, negative or zero. The test among several normality tests. The results follows the t distribution for n – 2 degrees of normality test can be seen below, on of freedom:

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table 4.17. Table 4. 2 Result of Glejser Test Coefficientsa Table 4. 1 Result of Kolmogorov Smirnov Test

One-Sample Kolmogorov-Smirnov Test

a. Test distribution is Normal. b. Calculated from data. a. Dependent Variable: ABS This research’s data asymp sig value is Sig value of each variable exceed 0.526, indicating that the data is distributed 0.05, therefore the data is freed from normal. Heteroscedasticity. IV.II Hypothesis Testing B. Heteroscedasticity Test There are some ways to test the hypotheses, test used is determined by a In every research, researcher aim for a research model. This research is a simple homogeneous answer from its respondents. linear regression with partial relation Heteroscedasticity is a test to determine within each variable, thus t-test is the whether the answer from respondent is most suitable to be used. In this research homogenous or not. It does not mean that there will be only one hypothesis, it is the answer cannot be varied, however about to prove relationship of X to Y. The their variation should be still in the range hypothesis test is: of standard deviation. The statistical hypotheses of heteroscedasticity test are: H1: Korean Pop Culture Fanaticism influence Indonesian people to try and H0: Data do not contain heteroscedasticity select Korean foods as an option. H1: Data contain heteroscedasticity

With statistical hypotheses of: Researcher will aim for H0 being accepted. H0: Korean Pop Culture Fanaticism has In order to accept H0, the value of sig should no influence on Indonesian people to try be higher than 0.05 (level of significance). and select Korean foods as an option. The result of heteroscedasticity test can be seen from table 4.18. H1: Korean Pop Culture Fanaticism

20 THE INFLUENCE OF KOREAN POP CULTURE TOWARD. . . . . Wicaksono And Are influences Indonesian people to try and influence has lent a hand in elevating select Korean foods as an option. South Korea in the consciousness of Asia and the world, with effects that go well beyond the entertainment The Korean Pop Culture fanaticism have industry. Culture is helping to bolster sig value of 0.000. In order for H1 to be the country’s “soft power” and build accepted, the sig value should be less than its influence (Choi & Nip, 2012). alpha (0.10). The results for t-test can be Soft power is a concept developed seen on table below: by Joseph Nye of Harvard University to describe the ability to attract and co-opt rather than by coercion (hard Table 4. 3 T-test power), using force or giving money as a means of persuasion (Nye, 2012). In Cambodia’s capital Phnom Penh, a television station that only broadcasts the latest in Korean music is one of the most popular entertainment channels. Korean celebrities such as Rain sell cosmetic products while companies such as Samsung have been on the ground for years selling their wares to the Cambodians, including phones marketed using K-pop stars. “We had 10 million visitors from overseas a. Dependent Variable: totally Source: SPSS last year. They bring an economic contribution to society,” says Peter Kim. Tourism to the country has been Based on the highlighted sig value above, growing by double digits over the it can be conclude that Korean Drama and past five years, around 75 per cent K-pop music influence Indonesian people of it driven by Asian visitors, says to try and select Korean foods as option or Kim (Choi & Nip, 2012). Below is in other words, the H1 is accepted. the table shown how big the influence IV.III Discussion of Korean Drama and K-pop towards selecting Korean foods. Fanatic’s enthusiasm is so extreme it is sometimes considered excessive. Table 4. 4 Coefficient Correlation Table Examples of fanaticism to a brand, Model Summary product, or activity can be found in seminal studies of extremely loyal, Std. R Error of brand-worshipping consumers, Mo Squar Adjusted the such as core participants of brand del R e R Square Estimate communities, brand cults, and various 1 .541a .293 .285 3.52886 subcultures of consumption (Chung et al. 2008). With over 800 million views on YouTube Gangnam Style has become a cultural sensation, but K-Pop a. Predictors: (Constant), TotalX has been around longer than Psy and its

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V. CONLUSIONS AND culture stormed the world. RECOMMENDATION Chung, Emily, Beverland, Michael, and Quester, Pascale (2007). Becoming a V.I Conclusions Fanatic: An The objective of this research is to find Exploration into the Development of out whether Korean Pop Culture influence Extraordinary Devotion to a Consumptive Indonesian people to try Korean foods. Object. ANZMAC 2007 Conference: Based on the results, H1 is accepted, Consumer Behaviour. Korean drama and pop music influence Indonesian people who live in South Chung, Emily, Beverland, Michael M., Tangerang Area to try Korean foods with Farrelly, Francis, and Quester, Pascale amount of 29.3%. (2008). Exploring V.II Recommendation For Future Consumer Fanaticism: Extraordinary Devotion in the Consumption Context. Research Advances in Consumer Research – North It is suggested to do deeper research to American Conference Proceedings, Vol. give more details of the impact for each 35, pp. 333-340. variable. This research only covers people who live in South Tangerang area who Cooper, & Schindler. (2014). Business are in 18 up to 34 years old, it will be research methods. New York: McGraw- challenging to widen the area of research, Hill. for example in Jakarta, Bogor, Depok, Delaney, T. (2007). Pop Culture: An Tangerang, and Bekasi (Jabodetabek) Overview. region and the range of age of the respondents, for example people who are Korean Culture and Information Service more than 34 years old. Other factor can (2011). The Korean Wave: A New Pop also be added to the future research to Culture Phenomenon. Korean Culture and compare the impact. Information ServiceMinistry of Culture, Sports and Tourism. Kotler, P., & Armstrong, G. (2002). REFERENCES Principles of Marketing. New Jersey: Pearson Education, Inc. Blackwell, Miniard, Engel, Pai, N., & Kurtz, & Boone. (2006). Principle of Jooria, W. (2007). Consumer Behaviour. Marketing. Thomson. Cengage Asia Learning Pte.Ltd. Nye, J.S. (2012). China’s Soft Power Blackwell, R., D’Souza, C., Taghian, M., Defisit to catch up. The Wall Street Miniard, P., & Engel, J. (2006). Consumer Journal. Behaviour An Asia Pacific Approach. Cengage Learning Australia Ply Limited. Sekaran, U., & Bougie, R. (2013). Research methods for business : a skill Bradley, T. (2007). Essential statistics for building approach. West Sussex: John economics, business and management. Wiley. New Jersey: John Wiley. Scott Thorne Gordon C. Bruner, Choi, C., & Nip, A. (2012). How Korean (2006),”An exploratory investigation

22 THE INFLUENCE OF KOREAN POP CULTURE TOWARD. . . . . Wicaksono And Are of the characteristics of consumer Studenmund, A. (2006). Using fanaticism”, Qualitative Market Research: econometrics : a practical guide. Boston: An International Journal, Vol. 9 Iss 1 pp. Pearson. 51 -72 Sunjoyo, R. S. (2013). Aplikasi SPSS Simanjuntak, T. ZB. (2015). Korean food SMART Riset. Bandung: Alfabeta. gives Jakarta food for thought. University Black Hill State – “Sample Storey, J. (2008). Cultural Theory and Size and Margin of Error.” Popular Culture: An Introduction.Pearson