PEMANFAATAN KOREAN WAVE DALAM MEMBUKA PELUANG EKSPANSI PASAR BAGI E-COMMERCE LOKAL INDONESIA
Abstract
During the mid-2000s to the early 2010s, the growth of the Korean Wave in Asia was primarily driven by actors and idols. Indonesia emerged as a prominent Southeast Asian nation that actively embraced this cultural phenomenon, effectively influencing Indonesian popular culture. To capitalize on this trend, Indonesian e-commerce enterprises like Tokopedia, Bukalapak, and Blibli strategically collaborated with South Korean artists as their Brand Ambassadors. This study aims to analyze how Indonesian e-commerce platforms utilize the popularity of Korean Wave to create opportunities for expanding their market presence. The author adopts a qualitative approach and the concepts of public diplomacy, e-commerce, and market expansion. The findings indicate that leveraging the Korean Wave has led to a surge in visits, Gross Merchandise Value (GMV), and Initial Public Offering (IPO) for Tokopedia, Bukalapak, and Blibli. Therefore, these positive outcomes create new opportunities for Indonesian local e-commerce platforms to grow and expand their market.
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