The Effect of Korean Country Image, Consumer Ethnocentrism, Korean Star Image, and Korean Product Quality on Customer Loyalty in Jakarta toward Korean Products during SEAblings Phenomenon

About Us

Ipmi Repository is an online archive service which is managed by IPMI Library - Learning Resource Center. Established for collecting, managing, saving, preserving and disseminating digital copies of intellectual output of IPMI International Business School such as academic journal, books, theses, Group Field Project, Community Involvement Project, Case Study, conference paper, and other types of research publication. The main objective of this repository is to provide long-term, public, open access and easily retrieve to the digital collection to support teaching-learning process.

"Knowledge without observation is nil"

Ringo, Fulviano Cahya Siringo (2026) The Effect of Korean Country Image, Consumer Ethnocentrism, Korean Star Image, and Korean Product Quality on Customer Loyalty in Jakarta toward Korean Products during SEAblings Phenomenon. Diploma thesis, IPMI Institute.

[thumbnail of Fulviano Cahya Siringo ringo.pdf] Text
Fulviano Cahya Siringo ringo.pdf
Download (1MB)

Abstract

The Korean Wave (Hallyu) has driven sustained demand for Korean products in Indonesia, but this growth has recently been complicated by the SEAblings phenomenon, an online backlash that divided Indonesian sentiment toward South Korea. Prior studies on Korean products in Indonesia have focused mainly on purchase intention, leaving customer loyalty, a stronger indicator of long-term consumer behavior, underexplored amid this shifting sentiment. Grounded in Country-of-Origin Theory, this study examines the effects of Korean Country Image, Consumer Ethnocentrism, Korean Star Image, and Product Quality on Customer Loyalty toward Korean products during the SEAblings phenomenon. This quantitative study used purposive sampling to survey 143 respondents aged 17 to 35 in Jakarta with experience using Korean products, and the data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 4. The findings show that Korean Country Image and Consumer Ethnocentrism do not significantly influence Customer Loyalty, whereas Korean Star Image and Product Quality exert significant positive effects, with Korean Star Image emerging as the strongest predictor of loyalty. These results indicate that consumers' loyalty toward Korean products rests more on affective attachment to Korean celebrities and direct product experience than on abstract, nationally framed perceptions. The study extends Country-of-Origin Theory to a loyalty context shaped by contested digital sentiment and suggests that marketers prioritize celebrity endorsement and consistent product quality to sustain consumer loyalty amid shifting public sentiment.

Keywords: Consumer Ethnocentrism, Customer Loyalty, Korean Country Image, Korean Star Image, Product Quality, SEM-PLS

Item Type: Thesis (Diploma)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Thesis > Bachelor of Business Administration
Depositing User: sandra margaretha
Date Deposited: 28 Sep 2026 06:27
Last Modified: 28 Sep 2026 06:27
URI: http://repository.ipmi.ac.id/id/eprint/3046

Actions (login required)

View Item View Item