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Acculturation to global consumer culture and the ethnic identity of Indonesians in relation to South Korean culture
Purwanegara M.S.a, Kusumawati N.a, Nadhira A.S.b
a Business Strategy and Marketing Department, School of Business and Management, Bandung Institute of Technology, Bandung, West Java, 40132, Indonesia
b PT GMF AeroAsia Tbk, Management Building, Soekarno Hatta International Airport, Cengkareng, BUSH 19130, Indonesia
[vc_row][vc_column][vc_row_inner][vc_column_inner][vc_separator css=”.vc_custom_1624529070653{padding-top: 30px !important;padding-bottom: 30px !important;}”][/vc_column_inner][/vc_row_inner][vc_row_inner layout=”boxed”][vc_column_inner width=”3/4″ css=”.vc_custom_1624695412187{border-right-width: 1px !important;border-right-color: #dddddd !important;border-right-style: solid !important;border-radius: 1px !important;}”][vc_empty_space][megatron_heading title=”Abstract” size=”size-sm” text_align=”text-left”][vc_column_text]Copyright © 2019 Inderscience Enterprises Ltd.A certain degree of contradiction exists around the belief that acculturation to global consumer culture (AGCC) has a negative correlation with an individual’s ethnic identity (EID). Indeed, some observers state that it is possible to be acculturated to global consumer culture without a loss of ethnic identity. The study explores AGCC towards South Korean culture consumption and ethnic identity on the part of Indonesians. The research reported here focuses on South Korean culture since an enormous number of that country’s products are consumed by Indonesians. The objective is to gain insight into global companies’ developing of a strategy to enter the Indonesian market. Questionnaires were distributed to the 349 respondents who participated in the survey. AGCC and EID are negatively correlated to each other. Meanwhile, both AGCC and EID relate to Indonesians’ consumer behaviour with regard to South Korean culture and the most appropriate strategy for South Korean culture to enter the Indonesian market being standardisation strategy.[/vc_column_text][vc_empty_space][vc_separator css=”.vc_custom_1624528584150{padding-top: 25px !important;padding-bottom: 25px !important;}”][vc_empty_space][megatron_heading title=”Author keywords” size=”size-sm” text_align=”text-left”][vc_column_text][/vc_column_text][vc_empty_space][vc_separator css=”.vc_custom_1624528584150{padding-top: 25px !important;padding-bottom: 25px !important;}”][vc_empty_space][megatron_heading title=”Indexed keywords” size=”size-sm” text_align=”text-left”][vc_column_text]Acculturation,Acculturation to global consumer culture,AGCC,Consumption behaviour,EID,Ethnic identity,Indonesian,MANOVA,Observation,One-way ANOVA,Quantitative,Regression,South Korea culture[/vc_column_text][vc_empty_space][vc_separator css=”.vc_custom_1624528584150{padding-top: 25px !important;padding-bottom: 25px !important;}”][vc_empty_space][megatron_heading title=”Funding details” size=”size-sm” text_align=”text-left”][vc_column_text][/vc_column_text][vc_empty_space][vc_separator css=”.vc_custom_1624528584150{padding-top: 25px !important;padding-bottom: 25px !important;}”][vc_empty_space][megatron_heading title=”DOI” size=”size-sm” text_align=”text-left”][vc_column_text]https://doi.org/10.1504/IJBG.2019.102462[/vc_column_text][/vc_column_inner][vc_column_inner width=”1/4″][vc_column_text]Widget Plumx[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row][vc_column][vc_separator css=”.vc_custom_1624528584150{padding-top: 25px !important;padding-bottom: 25px !important;}”][/vc_column][/vc_row]