Analisis Nation Branding Korea Selatan Melalui Corporate Diplomacy: Studi Kasus SM Entertainment di Indonesia

Thania, Thania (2024) Analisis Nation Branding Korea Selatan Melalui Corporate Diplomacy: Studi Kasus SM Entertainment di Indonesia. S1 thesis, Universitas Kristen Indonesia.

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Abstract

Tujuan dari penelitian ini yaitu untuk mengkaji peranan yang dilakukan SM Entertainment pada national branding budaya Korea Selatan di Indonesia melalui konsep corporate diplomacy serta konsep national branding. Penelitian ini juga bertujuan untuk mengidentifikasi permasalahan yang dihadapi dalam implementasi national branding budaya yang dilakukan oleh Korea Selatan di Indonesia serta menggambarkan hasil penelitian terkait national branding Korea Selatan dengan peran yang dilakukan oleh SM Entertainment. Metode penelitian yang digunakan adalah studi kasus. Berdasarkan analisis SM Entertainment dalam national branding Korea Selatan di Indonesia melalui kegiatan-kegiatan sosial perusahaan telah memberikan kontribusi signifikan dalam memperkenalkan Korea Selatan serta meningkatkan citra positif Korea Selatan di Indonesia. Hasil penelitian national branding Korea Selatan menunjukkan bahwa strategi yang melibatkan industri hiburan, seperti yang dilakukan oleh SM Entertainment melalui kegiatan sosial perusahaan telah berhasil dalam melakukan national branding korea selatan yang dapat dilihat bahwa meningkatkan daya tarik budaya Korea Selatan dan memperluas pemahaman antara Korea Selatan dan negara lain. / This study aims to analyze the role of SM Entertainment in national branding of South Korean culture in Indonesia by using the concepts of corporate diplomacy and national branding. This study also aims to identify the problems encountered in implementing South Korean cultural national branding in Indonesia and to describe the results of research related to South Korean national branding with the role played by SM Entertainment. The research method used is a case study. Based on SM Entertainment's analysis of South Korea's national branding in Indonesia, through corporate social activities, it has made a significant contribution in introducing South Korea and enhancing South Korea's positive image in Indonesia. The results of South Korea's national branding research show that strategies involving the entertainment industry, such as those carried out by the SM Entertainment company through social activities have been successful in carrying out South Korean national branding which can be seen that increases the attractiveness of South Korean culture and expands understanding between South Korea and the other country.

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