PEMANFAATAN KOREAN WAVE DALAM MEMBUKA PELUANG EKSPANSI PASAR BAGI E-COMMERCE LOKAL INDONESIA

  • Zalwa Apriliana Sesa Universitas Pembangunan Nasional Veteran Jakarta
  • Hartanto Hartanto Universitas Pembangunan Nasional Veteran Jakarta
Keywords: korean wave, indonesian e-commerce, market expansion

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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Published
2024-06-30
How to Cite
Sesa, Z. A., & Hartanto, H. (2024). PEMANFAATAN KOREAN WAVE DALAM MEMBUKA PELUANG EKSPANSI PASAR BAGI E-COMMERCE LOKAL INDONESIA. Dinamika Global : Jurnal Ilmu Hubungan Internasional, 9(1), 23-40. https://doi.org/https://doi.org/10.36859/jdg.v9i1.1697