Publisher

JURNALASPIKOMJURNALASPIKOM

Journal Jurnal ASPIKOMJurnal ASPIKOM Abstract

This article discloses how generation Zs perception toward digital culture diplomacy practice manifests in the assigning of Korean celebrities in Indonesian products brand. This is related with how they interest into Korean culture. This is following the entry of the Korean wave of culture into Indonesia, particularly through digital media such as social media, drama, fashion, music, and tourism. Since cultural diplomacy is not only limited to cultural exchanges sponsored by the Government or the State and carried out directly. In the digital era, cultural diplomacy is carried out by digital media and can be carried out by non-government actor use as brand ambassador for products such as foods, beauty products, fashion and so forth. This research uses a qualitative approach with the Case Study method. While the analysis is carried out using the VisCap model analysis which includes Visibility, Credibility, Attractiveness, and Power. These four aspects are then analyzing within the framework of cultural diplomacy in the digital era. The results of this study explain that the current culture of diplomacy is carried out in a way called soft powers. One of them is by how Indonesia uses Korean celebrities as brand ambassadors for their local brand. The reason for choosing is due to the celebritys popularity, credibility, attractiveness, and power, which also boosts the products offered and establish attention. The relations between using Korean celebrities as brand ambassadors is certainly felt by Korea and Indonesia, which previously had been well established in diplomatic relationships.

Conclusion

This research discloses the perception of Gen-Z upon the practice of cultural diplomacy that uses Korean celebrities as brand ambassadors for Indonesian products in the digital era.The use of these celebrities, with their combination of popularity, credibility, appeal and power of persuasion, shows that cultural diplomacy in the digital age can be subtle yet impactful through social media and product marketing.This is since the use of Korean celebrities is not only effective as a marketing strategy, but also a form of soft power diplomacy.The power of this cultural diplomacy strengthens the relationship between Indonesia and South Korea, particularly through the influence of K-Pop and Korean popular culture.In the context of VisCAP (Visibility, Credibility, Attractiveness, Power), Korean celebrities have a strong appeal in influencing Indonesian consumers.

Future Research

Berdasarkan penelitian ini, terdapat beberapa saran penelitian lanjutan yang dapat dikembangkan. Pertama, penelitian selanjutnya dapat mengeksplorasi dampak jangka panjang penggunaan brand ambassador dari budaya lain terhadap identitas merek lokal. Hal ini penting untuk memahami apakah strategi ini dapat memperkuat atau justru mengaburkan citra merek Indonesia. Kedua, penelitian dapat difokuskan pada peran media sosial dalam membentuk persepsi konsumen terhadap brand ambassador dari budaya lain. Dengan menganalisis interaksi konsumen di media sosial, peneliti dapat mengidentifikasi faktor-faktor yang memengaruhi efektivitas strategi ini. Ketiga, penelitian dapat menginvestigasi bagaimana strategi pemasaran yang melibatkan brand ambassador dari budaya lain dapat disesuaikan dengan nilai-nilai dan norma-norma budaya Indonesia. Hal ini penting untuk memastikan bahwa strategi tersebut tidak menyinggung atau merugikan masyarakat Indonesia. Dengan menggabungkan ketiga saran ini, penelitian selanjutnya dapat memberikan pemahaman yang lebih komprehensif tentang bagaimana strategi pemasaran yang melibatkan brand ambassador dari budaya lain dapat diimplementasikan secara efektif dan bertanggung jawab di Indonesia.

References

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