The Impacts Of Korean Wave Towards Indonesian...
Transcript of The Impacts Of Korean Wave Towards Indonesian...
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THE IMPACTS OF KOREAN WAVE TOWARDS
INDONESIAN PEOPLE’S DECISIONS IN BUYING
KOREAN PRODUCTS: IMPLEMENTATION OF THE
MODIFICATION OF THEORY OF PLANNED BEHAVIOR
MASTER THESIS Submitted in Partial Fulfillment
of the Requirement for the Degree of
Magister Manajemen
Ariella Octaviany Kusbianto
912011014
GRADUATE PROGRAM
FACULTY OF ECONOMICS AND BUSINESS
SATYA WACANA CHRISTIAN UNIVERSITY
SALATIGA
2013
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Do what others don’t do,
And
You’ll get what others won’t
get
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ACKNOWLEDGMENTS Give thanks unto my amazing Lord, Jesus, for His guidance day by
day, especially in doing this master thesis. I realize that there are a
lot of obstacles that I cannot mention one by one during this thesis
writing process. But thank God, because of His guidance, wisdom,
love, and patience, finally I could finish it. Now I can accomplish
one of the most important moments in my life: making my parents
happy and proud of me by achieving my Master’s Degree. I believe
that He always plans something good to me although I always
grumbled and complained during my study in MM UKSW, and even
for my future which is still a mystery for me.
Also, I would like to give special thanks to:
1. My dad and mom, Ir. Edy Kusbianto and drg. Lany Setiawati
Salamoon who keep supporting me financially and morally. Thank
you for your love, care, and patience for me. I hope you can be
proud of me, although I know that my current achievements are
still unequal to your struggles and “difficulties” in raising such a
stubborn and fragile daughter like me. My sacrifice and struggles
during my study in MM UKSW is just a piece of cake compared to
your love.
2. My supervisor, Prof. Dr. Ir. Sony Heru Priyanto, MM. Many
thanks for you, Prof. Thanks for your dedication and patience in
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teaching and guiding me since August last year until I finished
my thesis. I know you were very busy with your work, but you
always give me some time to have consultations.
3. Prof Christantius Dwiatmadja, SE., ME., Ph.D, the chief of
Magister Manajemen program in UKSW, Salatiga.
4. All of the lecturers in MM UKSW, Salatiga. Thank you for the
knowledge and motivations you shared. I believe it will be useful
for my future.
5. Mbak Ira Yuliany who always helped me during my registration
until my graduation. Sorry if I often disturb you, Mbak.
6. My grandma, Emak Bik (Widiani Kusbianto). Mak, thank you for
your love and care. Also many thanks for delicious food you
cooked for me. You were always proud of me, so now I hope I can
make you proud of me even more than before.
7. My grandpas and grandma in Heaven: Engkong Anwar Kusbianto,
Engkong Bintoro Salamoon, Emak Tamtania. Although you are
already in Heaven, I believe that you always prayed for my
success.
8. My best friends in MM: Melissa Johan and Lia Yohana. Thank you
for your helps, friends.
9. My best friends in high school: Elenia Dwi (Ele), Yasmin
Tjondropurnomo (Yasmin), Novita Febriana (Nono), Stevani Agvia
(Tep), Felicia Yolanda (Phe2), and Intan Permata Sari (Tan2). We
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studied separately, but I know that our friendship can’t be
separated. Wish all the best for your studies and careers, Gals:)
10. My dearest auntie and uncle, Iik Inawati Salamoon and Oom
Timotius Agus Setiawan. You have been my 2nd parents. Thank’s
for loving and supporting me like your own daughter.
11. My little brother, Aloysius Christian Kusbianto (Loy) and my
dearest cousin, Christopher Felix Setiawan. My little Bros, thank’s
a lot for all of your supports.
12. My beloved one, Nathaniel Tirta Adiatma, S.T, Dipl.-Ing. (Koko
Nathan). Koko, thank you so much for all; for your love, care,
advice, suggestions, and supports. For me, you are God’s angel
who always makes my world become so colorful. Let’s wait for the
day when HE unites us to be one flesh. Amin.
13. My boarding house friends: Veronica Dewi and Stevani Vega Lia,
SE. Thank you for being my cheerful and caring “housemates”.
Hehehehe..
14. Mikha Witama, thank you for helping me collecting my data, so
that I can collect my data quickly. It really beneficial for me.
15. My brothers and sisters in Christ in GKI Karangsaru, Semarang.
Together, we serve GOD!
A.O.K.
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Abstract
This study is aimed to find out the impacts of Korean wave towards Indonesian people’s decisions in buying Korean products by implementing the modification of Theory of Planned Behavior (TPB). As Korean wave have spreading worldwide, there have been studies about its impacts in many countries in Asia and other continents. There are a lot of evidences that Korean wave positively affects South Korean economic condition. However, there are still limited study about the impacts of Korean wave in Indonesia, especially its effects towards the sales of Korean products in Indonesia. To deal with this
topic, The Theory of Planned Behavior was modified to be the model of this study.
This study used questionnaires as the primary data. The questionnaires were distributed in GKI Karangsaru, Semarang and also uploaded in social media (Facebook). Most respondents were the members of “Komunitas Make Up and Beauty” and “Indonesian Beauty Blogger” groups. Then, the data was analyzed by using AMOS 18.
The results obtained are as follows: (1) Korean wave significantly affects Attitude, (2) Attitude significantly affects Behavioral Intention, (3) Korean wave does not significantly affect Subjective Norms, (4) Subjective Norms significantly affects Behavioral Intention, (5) Korean wave does not significantly affect Perceived Behavioral Control, (6) Perceived Behavioral Control significantly affects Behavioral Intention, (7) Perceived Behavioral Control (PBC) indirectly affects Behavior, (8) Actual Control significantly affects Perceived Behavioral Control, (9) Actual Control indirectly affects Behavior, and (10) Behavioral Intention significantly affects Behavior.
Keywords: Korean wave, The Theory of Planned Behavior
(TPB), Attitude, Subjective Norms, Perceived Behavioral Control, Actual Behavioral Control/Actual Control, Behavioral Intention/Intention, Behavior
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Table of Content
Title ................................................................................................... i Approval ........................................................................................... ii Copyright Statement ........................................................................ iii Motto ................................................................................................ iv Acknowledgement ............................................................................. v Abstract .......................................................................................... viii Table of Content .............................................................................. ix
List of Figures .................................................................................. xi List of Tables .................................................................................. xii List of Appendices ...........................................................................xiii Chapter I Introduction ...................................................................... 1 1.1 Background of the Study ............................................................ 1 1.2 Statement of Problem .................................................................. 7 1.3 Research Questions .................................................................... 7 1.4 Objective of the Study ................................................................. 9 1.5 Scope of the Study .................................................................... 11 Chapter II Review of Literature ....................................................... 13 2.1 Theoretical Framework: The Theory of Planned Behavior .......... 13 2.1.1 Korean Wave ........................................................................ 14 2.1.2 Attitude ............................................................................... 15 2.1.3 Subjective Norms ................................................................. 16 2.1.4 Perceived Behavioral Control ............................................... 17 2.1.5 Actual Behavioral Control .................................................... 18 2.1.6 Behavioral Intention ............................................................ 18 2.1.7 Behavior .............................................................................. 19 2.2 Hypotheses ............................................................................... 20 2.2.1 Korean wave towards Attitudes and Attitudes towards
Behavioral Intention ............................................................. 21 2.2.2 Korean wave towards Subjective Norms and Subjective Norms
towards Behavioral Intention ................................................ 22 2.2.3 Korean wave towards Perceived Behavioral Control, Perceived
Behavioral Control toward Behavioral Intention, and Perceived Behavioral Control toward Behavior ..................................... 25
2.2.4 Actual Control towards Perceived Behavioral Control ........... 27 2.2.5 Actual Control towards Behavior.......................................... 28 2.2.6 Behavioral Intention towards Behavior ................................ 29
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Chapter III Methodology .................................................................. 31 3.1 Type and Source of the Data ..................................................... 31 3.2 Variables .................................................................................. 31 3.3 Data Collection Methods ........................................................... 31 3.4 Operational Definition and the Measurements .......................... 33 3.5 Technique of Data Analysis ....................................................... 37 Chapter IV Results........................................................................ 39 4.1 Demographic Data .................................................................... 39 4.1.1 Gender ................................................................................... 39 4.1.2 Age ........................................................................................ 41 4.1.3 Job ........................................................................................ 43 4.1.4 Education .............................................................................. 45
4.1.5 Income (per month ................................................................. 47 4.1.6 Expenses (per month ............................................................. 49 4.2 SEM Analysis ............................................................................ 51 Chapter V Discussion .................................................................. 55 Chapter VI Conclussion .................................................................. 65 6.1 Summary ................................................................................ 65 6.2 Theoretical Implication ........................................................... 68 6.3 Managerial Implication ........................................................... 68 6.4 Limitations and Suggestions for Further Researches .............. 69 References ...................................................................................... 71 Appendices....................................................................................77
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List of Figures
Figure 1. The Theory of Planned Behavior (Ajzen, 2006) ............................ 13
Figure 2. Korean wave and The Theory of Planned Behavior ...................... 20
Figure 3. The model of the study using AMOS (the Korean wave in TPB
model .............................................................................. 38
Figure 4. Demographic Data: Gender ........................................................ 39 Figure 5. Demographic Data: Age ............................................................. 41
Figure 6. Demographic Data: Job ............................................................. 43
Figure 7. Demographic Data: Education ................................................... 45
Figure 8. Demographic Data: Income/Allowance (per month ..................... 47
Figure 9. Demographic Data: Expenses (per month ................................... 49 Figure 10. The new model according to the results of the study ................. 54
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List of Tables
Table 1. The effects of Korean wave toward some Asian countries ................ 3
Table 2. Measurements ............................................................................ 33
Table 3. The average of the respondents’ scores (Gender) .......................... 40
Table 4. The average of the respondents’ scores (Age) ................................ 42
Table 5. The average of the respondents’ scores (Occupation) .................... 44 Table 6. The average of the respondents’ scores (Education) ...................... 46
Table 7. The average of the respondents’ scores (Income) .......................... 48
Table 8. The average of the respondents’ scores (Expenses) ....................... 50
Table 9. The results of the data analyzed by SEM (AMOS 18) .................... 51
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List of Appendices Appendix A : Questionnaire (English version ................................. 77 Appendix B : Questionnaire (Indonesian version ........................... 83 Appendix C : Raw Data #1: Understanding towards Korean Wave . 90 Appendix D : Raw Data #2: Frequency in seeing/listening/looking
for any elements of Korean wave .............................. 93
Appendix E : Raw Data #3: Attitude (At) ........................................ 96 Appendix F : Raw Data #4: Subjective Norms (SN) ........................ 99 Appendix G : Raw Data #5: Perceived Behavioral Control (PBC) ... 102 Appendix H : Raw Data #6: Actual Behavioral Control (AC) ......... 105 Appendix I : Raw Data #7: Behavioral Intention (Int) .................. 108 Appendix J : Raw Data #8: Behavior (B) ...................................... 111 Appendix K : Additional Questions .............................................. 114