DAMPAK BUDAYA HALLYU TERHADAP PENGGUNAAN KOSMETIK KOREA SELATAN DI UNIVERSITAS ANDALAS

Fadel Akbar, Madjid (2020) DAMPAK BUDAYA HALLYU TERHADAP PENGGUNAAN KOSMETIK KOREA SELATAN DI UNIVERSITAS ANDALAS. Diploma thesis, Universitas Andalas.

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Abstract

This research aims to explain the influence of penchant for Hallyu in the purchase and use of South Korean cosmetic products by students of Padang City, particularly at Andalas University. This study was analyzed using the conceptual framework of public diplomacy put forward by Joseph Nye and Pop Culture by Sumiko Mori. The research method utilized in this research is qualitative in conducting 2 stages by conducting surveys through distributed questionnaires and interviews. The research results are combined with data obtained from these stages and combined with literature studies. Based on the conceptual framework of public diplomacy and pop culture, this study found that Andalas University students using South Korean cosmetic products were influenced by Korean Wave. This result is proven by the findings of researchers that as many as 78.2% of UNAND students choose cosmetics influenced by Korean Wave. This is because the popularity of Hallyu among Andalas University students is very popular, especially in K-Drama and K-Pop.

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