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Ernungtyas, Niken Febrina
Communication Science, Fakultas Ilmu Komunikasi, Universitas Indonesia, Jakarta, Indonesia
Religion Aerospace Engineering Arts Humanities Automotive Engineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Neuroscience Public Health Social Sciences Other

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Analysis of the Cultural Dimensions of Indonesian People on Purchase Decisions: A Case Study of Karen's Diner Restaurant in Indonesia Amaliadanti, Atikah; Ernungtyas, Niken Febrina; Wijaya, Lukita
Jurnal Indonesia Sosial Teknologi Vol. 5 No. 6 (2024): Jurnal Indonesia Sosial Teknologi
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jist.v5i6.1127

Abstract

This study uses a constructivist paradigm and a qualitative approach to analyse six elements of Hofstede's Cultural Dimensions Theory. Data analysis was taken from four viral tweets collected with the keyword Karen's Diner on Twitter from December 15 to 22, 2022. The study results show that six elements of the Cultural Dimensions Theory are inherent in Indonesian consumers, so they oppose the concept of service presented by Karen's Diner. The element of power distance applies where most Indonesian people have been instilled with the idea that "the buyer is the king", so they do not tolerate the slightest bad action done by the seller. Uncertainty avoidance applies when the Indonesian people protest and urge Karen's Diner Indonesia to make clear written regulations and improve the restaurant's service procedures. The element of masculinity or femininity is represented by netizens who think the restaurant's existence will disappear quickly amid competition in the dynamic Indonesian F&B industry. The Long Term vs Short Term Orientation element applies where the public considers the concept of Karen's Diner Indonesia service intolerable and raises concerns about behavioural deviations in the future. The Indulgence vs Restraint element is represented by people who oppose things that can potentially offend Eastern norms, one of which is product marketing.
Co-Authors Adinugroho, Billy Adninta, Alya Afriadi Afriadi Afriani, Anindita Lintangdesi Amaliadanti, Atikah Amelia, Yesi Rizki Bagus Budiono, Bagus Boer, Rino F Boer, Rino Febrianno Bogie Wardana Satriyonegoro Darsono, Nabila Putri EFFY ZALFIANA RUSFIAN Falcao Falcao Femmy, Femmy Guntur Freddy Prisanto Haris Muhammad Harisman Harisman Hendarrita, Yana Hidayanto, Syahrul I Wayan Agung Indrawan Irfandianto, Muhammad Edi Irwansyah Irwansyah Irwansyah Irwansyah Irwansyah, Irwansyah Ketut Ajeng Sespiani Kumalasari, Nur Lamini, Lamini Laurensia, Azizah Letare, Yolanda Natasia Mozefani, Fadel Muna, Choirul Panjarwanto, Dwi Andhika Permanasari, Febrina Galuh Prisanto, Guntur F Prisanto, Guntur Freddy Pusaka, Semerdanta Putri, Sekartaji Anisa Qaanitaharah, Balqis Sekar Qadrifa, Sabrina Sofi Rahayu, Tuning Ratih Puspita, Ratih Riezka Khairunnisa Salsabila, Nadiah Viora Sari, Faradhila Ayudhia Suryaningsih, Sri Indah Susanto, Hendro Topan, Diva Aulia Wahyu Hamdani Haerudin Wahyuni, Prima Astri Wardhani, Andanareswari Wijaya, Lukita