Ramadhani, Amalia Rizki (2024) STUDI FENOMENOLOGI PERILAKU IMPULSE BUYING MAKANAN KOREA DI KALANGAN GEN-Z DI YOGYAKARTA. Other thesis, UPN Veteran Yogyakarta.
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Abstract
xiv
ABSTRAK
Penelitian ini mengkaji fenomena perilaku impulse buying makanan Korea di
kalangan Gen-Z di Yogyakarta. Penelitian ini bertujuan untuk mengetahui
pengaruh fenomena perilaku impulsive buying makanan Korea di kalangan Gen-Z.
Metode penelitian yang digunakan adalah deskriptif kualitatif dengan pendekatan
fenomenologi Alfred Schutz. Data dikumpulkan melalui wawancara mendalam
dengan lima narasumber yang dipilih menggunakan teknik purposive sampling.
Analisis data dilakukan melalui tiga tahap utama fenomenologi: deskripsi, reduksi
fenomena, dan interpretasi. Hasil penelitian menunjukkan bahwa ketertarikan Gen-
Z terhadap makanan Korea dipicu oleh paparan visual dalam K-Drama dan konten
media sosial. Faktor-faktor utama yang menarik minat mereka meliputi visual yang
menarik, rasa penasaran, dan pengalaman pribadi saat mencoba makanan Korea.
Media sosial, terutama Instagram dan TikTok, memainkan peran penting dalam
menyebarkan informasi dan promosi makanan Korea. Hal tersebut sejalan dengan
perilaku impulse buying dipicu oleh tampilan menarik makanan Korea dalam
banner di mall atau jalan, pengaruh K-Drama, konten promosi terbatas waktu (baik
di sosial media maupun langsung), tampilan toko dan makanan yang menarik, dan
konten mukbang di media sosial. Sebagian besar narasumber melaporkan perasaan
puas dan senang setelah melakukan pembelian impulsif. Meskipun awalnya
pembelian impulsif disebabkan karena rasa sedih hingga rasa terdesak karena waktu
promo hanya sebentar. Kesimpulan dari penelitian ini adalah bahwa Korean Wave
memiliki pengaruh signifikan terhadap perilaku impulse buying Gen-Z untuk
pembelian makanan Korea di Yogyakarta.
Kata Kunci: Korean Wave, makanan Korea, Gen-Z, impulse buying, media sosial,
fenomenologi, Yogyakarta.
xv
ABSTRACT
This study examines the phenomenon of impulse buying behavior of Korean food
among Gen-Z in Yogyakarta. The study aims to understand the influence of this
phenomenon on the impulse buying behavior of Korean food among Gen-Z. The
research method used is descriptive qualitative with an Alfred Schutz
phenomenological approach. Data were collected through in-depth interviews with
five informants selected using purposive sampling technique. Data analysis was
conducted through three main phenomenological stages: description,
phenomenological reduction, and interpretation. The results show that the interest
of Gen-Z in Korean food is triggered by visual exposure in K-Dramas and social
media content. The main factors that attract their interest include appealing visuals,
curiosity, and personal experiences when trying Korean food. Social media,
especially Instagram and TikTok, play a crucial role in disseminating information
and promoting Korean food. This aligns with impulse buying behavior triggered by
attractive displays of Korean food on banners in malls or streets, the influence of
K-Dramas, limited-time promotional content (both on social media and directly),
appealing store and food displays, and mukbang content on social media. Most
informants reported feelings of satisfaction and happiness after making impulsive
purchases, despite initially driven by feelings of sadness or urgency due to short
promotion periods. The conclusion of this study is that the Korean Wave has a
significant influence on the impulse buying behavior of Gen-Z for Korean food
purchases in Yogyakarta.
Keywords: Korean Wave, Korean food, Gen-Z, impulse buying, social media,
phenomenology, Yogyakarta.
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Korean Wave, Korean food, Gen-Z, impulse buying, social media, phenomenology, Yogyakarta. |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Social Sciences |
| Depositing User: | Eko Yuli |
| Date Deposited: | 11 Sep 2024 01:19 |
| Last Modified: | 11 Sep 2024 01:19 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/41109 |
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