Faunia, Chatalina Dara (2024) Korean Wave dan Industri Makanan Global: Strategi Marketing Tingkat Global Perusahaan McDonald’s Melalui Figur K-Pop Pada Tahun 2021 dan 2023. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Technological progress and the development of the times have resulted in an event where global interaction is increasing and the boundaries of interaction between national borders are increasingly thinning. The increasing network of interactions between communities, especially at the global level, is often known as globalization. Globalization has even spread to form a habit that is synonymous with culture or cultural globalization. Cultural globalization has had an impact on various fields, especially the food industry and has become a forum for introducing popular culture. McDonald's as a multinational company takes advantage of the opportunities of cultural globalization. Following the spread of the Korean Wave phenomenon, McDonald's opened up opportunities to involve these figures in global product marketing efforts. This research topic discusses McDonald's marketing strategy at the global level through K-Pop figures, specifically in the period 2021 and 2023. In this period, McDonald's is again taking product marketing steps to increase consumer interest. Marketing of this product is carried out by involving K-Pop figures who are considered capable of attracting public interest from the Korean Wave phenomenon as target consumers. K-Pop figures involved in McDonald's marketing strategy are BTS or Beyond The Scene and NewJeans. Even though the marketing strategy for McDonald's products with K-Pop figures is something that shows a new color, it is able to provide increased interest in exploring deeper knowledge and information regarding the global marketing process in a multinational company which is in line with the spread of popular culture phenomena or trends. at the global level.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HC Economics H Social Sciences > HD Industries. Land use. Labor > HD30.28 Strategic Planning H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products J Political Science > JZ International relations |
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| Divisions: | Faculty of Social and Political Sciences > Departement of International Relations | ||||||||
| Depositing User: | Chatalina Chatalina Dara Faunia | ||||||||
| Date Deposited: | 17 Jan 2024 06:42 | ||||||||
| Last Modified: | 17 Jan 2024 06:42 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/20036 |
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