STRATEGI DIPLOMASI KORPORAT AMOREPACIFIC GROUP DALAM MENGHADAPI DINAMIKA PASAR K-BEAUTY DI INDONESIA TAHUN 2021-2024

Diva Dwiputri Amalia, . (2026) STRATEGI DIPLOMASI KORPORAT AMOREPACIFIC GROUP DALAM MENGHADAPI DINAMIKA PASAR K-BEAUTY DI INDONESIA TAHUN 2021-2024. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This study examines the corporate diplomacy strategy implemented by Amorepacific Group in facing the dynamics of the K-Beauty market in Indonesia in the 2021-2024 period. The K-Beauty industry has grown as part of the expansion of South Korean popular culture and has become a medium for spreading soft power globally. Indonesia, dominated by Millennials and Gen Z and high consumption of Korean culture, is a strategic and competitive market, especially with the increasing presence of local and regional brands. This study aims to explain how Amorepacific, as a non-state actor, implements a corporate diplomacy strategy in response to market competition and changing consumer preferences in Indonesia. This study uses a qualitative approach with descriptive analytical methods. Data obtained through in-depth interviews with relevant parties, supported by the results of a questionnaire with 68 respondents and literature review. The results show that Amorepacific integrates five corporate diplomacy activities according to Candance L. White: cultural diplomacy, economic expansion, country branding, product innovation, and corporate social responsibility (CSR) programs. On the other hand, challenges arise from shifting consumer preferences and competition with local and regional brands. However, the level of trust in Korean products, the power of popular culture, and the use of digital media are factors that support the sustainability of K-Beauty's position in the Indonesian market.

Item Type: Thesis (Skripsi)
Additional Information: [No. Panggil : 2010412097] [Pembimbing : Asep Kamaluddin] [Penguji 1 : Nurmasari Situmeang] [Penguji 2 : Nurfarah Nidatya]
Uncontrolled Keywords: Corporate Diplomacy, K-Beauty, Amorepacific Group,South Korea’s Soft Power, Dynamics of the Indonesian Beauty Market
Subjects: J Political Science > JZ International relations
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Hubungan Internasional (S1)
Depositing User: DIVA DWIPUTRI AMALIA
Date Deposited: 14 Apr 2026 03:05
Last Modified: 14 Apr 2026 07:06
URI: http://repository.upnvj.ac.id/id/eprint/49991

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