LATIEFIANA ASSAYUTI (2019) STRATEGI KOREA SELATAN DALAM MENINGKATKAN EKSPOR PRODUK KOSMETIK (K-BEAUTY) DI INDONESIA PADA TAHUN 2013-2018. S1 thesis, Universitas Muhammadiyah Yogyakarta.

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Official URL: http://repository.umy.ac.id/handle/123456789/28117

Abstract

This paper explains about the strategic of South Korea to increase their cosmetics (K-Beauty) product export in Indonesia as the object country. Using the theory of cultural diplomacy from Professor Tulus Warsito and Wahyuni Kartikasari, then the second theory is Band Wagon Effect from Harvey Leibensteins and David Luber. This research findings a lot of evindence that South Koreas economic success was sustained by their industrial export product, moreover their cultural industry products which is included cosmetics product. South Korea culture industry well received by international community, including Indonesian people. Even though the Indonesian market was dominated by Western cosmetics product actually from USA and Europe. Nevertheless, South Korea has been succeeded to competete and even surpass their cosmetics product export in Indonesia by their cultural diplomacy strategies and using band wagon effect on marketing their cosmetics product.

Dosen Pembimbing: UNSPECIFIED | UNSPECIFIED
Item Type: Thesis (S1)
Uncontrolled Keywords: SOUTH KOREA, COSMETICS PRODUCT EXPORT, CULTURAL DIPLOMACY, KOREAN WAVE, BAND WAGON EFFECT, BRAND AMBASSADOR, INDONESIA
Divisions: Fakultas Ilmu Sosial dan Politik > S1 Hubungan Internasional
Depositing User: Unnamed user with email Admin Perpustakaan 2
Last Modified: 09 Oct 2025 03:59
URI: https://etd.umy.ac.id/id/eprint/58481

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