STUDI LITERATUR KOREAN WAVE, POP CULTURE, DAN KONSTRUKSI PERILAKU KONSUMERISME FANS

Abstract

South Korea became one of the countries that contributed to the emergence of popular culture that was spread through its drama series, music and idol groups in Asia, including Indonesia. Seen in several brands that started inviting Korean idol groups as their product brand ambassadors because marketers realized they had the potential to increase awareness and sales. One form of popular culture accepted by the public is South Korean culture, which is known as the Korean Wave or Hallyu phenomenon. The development of Korean Wave is currently increasing with a marked increase in the number of fans who love idols from Korean pop music groups such as boy groups and girl groups, or so-called K-pop. But apparently, with the growing popularity of Korean Wave and K-Pop in Indonesia and the consumptive behavior of modern society, marketers are seen as an economic opportunity and tend to lead to the "exploitation" of fans. The purpose of this study is to provide a study of the behavior of consumer consumerism towards popular culture. This research uses literature study method, the stage of which begins with the identification of problems which are then analyzed and enhancements related to consumer behavior and popular culture, where the results of this research are the development of popular culture, one of which is due to the role of the media presenting information to the public and influencing behavior and individual attitudes, one of which is towards consumerism.