Title: Acculturation to global consumer culture and the ethnic identity of Indonesians in relation to South Korean culture

Authors: Mustika Sufiati Purwanegara; Nurrani Kusumawati; Azaria Sophiani Nadhira

Addresses: Business Strategy and Marketing Department, School of Business and Management, Bandung Institute of Technology, Ganesha 10, Bandung, West Java, 40132 Indonesia ' Business Strategy and Marketing Department, School of Business and Management, Bandung Institute of Technology, Ganesha 10, Bandung, West Java, 40132 Indonesia ' PT GMF AeroAsia Tbk, Management Building 3rd Floor, Soekarno Hatta International Airport, PO Box 1303, BUSH 19130, Cengkareng – Indonesia

Abstract: 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.

Keywords: acculturation; ethnic identity; EID; acculturation to global consumer culture; AGCC; South Korea culture; consumption behaviour; observation; quantitative; one-way ANOVA; MANOVA; regression; Indonesian.

DOI: 10.1504/IJBG.2019.102462

International Journal of Business and Globalisation, 2019 Vol.23 No.2, pp.210 - 231

Received: 24 Jan 2017
Accepted: 04 Oct 2017
Published online: 27 Sep 2019 *

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