THE INFLUENCE OF PRODUCT CUSTOMIZATION STRATEGY ON

PURCHASE DECISIONS FOR KOREAN FOOD EONNIE KITCHEN

PRODUCTS
Margaretha Hanny Harum1
Cecep Safa’atul Barkah2
Pratami Wulan Tresna3
Arianis Chan4

Faculty of Social and Political Sciences, Universitas Padjadjaran

Abstract process carried out by the company, it is not easy

Globalization marketing is currently the focus of
marketers who want to enter the international
market. Cross culture is a concern in studying
consumer behavior across countries. The
similarities and differences across international
cultures show different changes in consumer
behavior. This research was conducted on one of
the Indonesian MSMEs, namely Eonnie Kitchen,
which took advantage of the phenomenon of the
entry of Hallyu in Indonesia by selling food
products related to South Korean Culture.
Eonnie Kitchen implements a product
customization strategy in an effort to influence
consumers to make purchases. The purpose of
this study was to examine the effectiveness of the
customization strategy in influencing the
purchasing decisions of local consumers. This
research was conducted using quantitative
methods with simple linear regression data
analysis techniques, which were tested first,
namely the validity and reliability tests, then the
t-value test and the coefficient of determination
(R2) test. Data were collected through the
distribution of questionnaires. non-probability
sampling-purposive sampling. The result of this
research is that customization has a significant
positive effect on purchasing decisions, and also
between the two variables has a strong
relationship.
Keywords: Cross Cultural Behavior, Consumer
Behavior, Customization, Consumer Behavior,
Korean Wave
I. INTRODUCTION
Globalization that continues to grow,
requires companies to expand their market to
various countries in the world. In the expansion
to immediately place the company's products in a
new country or region. This is indeed a challenge
for companies in marketing in a globalized way
because it requires a lot of research to be carried
out regarding the target market in the country or
region. The marketing manager is in charge of
this process to conduct research on the country or
region that is the goal for the achievement of
globalization marketing (Firmansyah &
Fatihudin, 2017).
Culture is one of the factors that can influence
consumer behavior to make purchasing decisions
for a product. A person's culture is driven by the
values that are brought from childhood, the
culture of the environment or region where a
person is located, and also the social class they
have (Kotler & Armstrong, 2008). The culture of
each country is certainly different, so consumer
behavior in different countries is also different.
The behavior of consumers to decide to buy a
product is definitely influenced by the culture in
their country. This is a challenge for marketers of
a company that will market its products in
different countries, usually in multinational
companies. Marketers must conduct consumer
research and analysis in various countries to see
the differences and similarities of the factors that
drive consumer behavior, one of which is culture,
so that afterwards they can develop appropriate
marketing strategies according to the destination
country (Schiffman & Wisenblit, 2019).
Therefore, there are two main things related to
globalization marketing that need to be
considered by companies that will target
marketing in new countries or regions, namely: 1)
International marketers must really understand
the process of globalization in influencing
consumer behavior across cultures or across
countries; 2) planning an effective marketing
strategy focused on differences and similarities in
consumer behavior patterns across cultures or
across countries (Gunanto & Gusti, 2014).
Indonesia currently finds many products that
come from abroad or are products that come from
the culture of foreign countries. These products
are marketed by multinational companies located
in Indonesia as well as MSMEs that produce
products originating from foreign cultures. For
example, there are many Chinese, Japanese,
European, Thai, and other food restaurants.
Currently, the development of South Korean
culture is one of the popular cultures that
dominates countries in the world, including
Indonesia. South Korean culture known as the
Korean wave or Hallyu includes K-Pop, K-
Drama, K-Film, K-Hi tech (life style), K-Food,
K-Literature, K-Kultur, and K-Traditional
Language, attracted a lot of interest from the
Indonesian people so that the inclusion of South
Korean culture was well received by most
Indonesians. Interest in South Korean culture has
an influence on Indonesian consumers in finding
out, trying, and buying products that come from
that country's culture. Hallyu makes people have
an interest in owning the product, and are
encouraged to buy it (Rahmadani & Anggarini,
2021). For example, K-drama shows that
encourage Indonesian people to buy instant
noodles from South Korea or typical South
Korean cultural snacks that are currently often
found in retail shops, restaurants, or MSME
stands. This phenomenon provides opportunities
for multinational companies, local companies, or
MSMEs in Indonesia to target market segments
related to this phenomenon (Rahmadani &
Anggarini, 2021).
Eonnie Kitchen is one of the MSMEs in
Indonesia that takes advantage of this
phenomenon as an opportunity to increase its
business. This MSME has been operating since
2018 in Bandung and was initiated due to the
entry of the Hallyu phenomenon in Indonesia.
The products sold are typical South Korean
snacks such as Tteokbokki, Kimbap, Kimchi,
Jjangmyeon, Dakganjeong, and others, which are
sold in the form of ready-to-eat menus and frozen
food. Eonnie Kitchen has reached the market to
the islands of Sumatra, Java, and Kalimantan.
Eonnie Kitchen targets its market to people who
like South Korean culture, especially South
Korean street food. The development of South
Korean culture that entered Indonesia became an
opportunity for Eonnie Kitchen to run a South
Korean food product business, because the cross-
culture that occurred influenced consumer
behavior which was indicated by curiosity or
interest that appeared to try and buy South
Korean food products.
Eonnie Kitchen's marketing process for
South Korean food products goes through a
research process by marketers to find out what
kind of products potential consumers want. Due
to cross-cultural differences, in this case the food
culture of Indonesia and South Korea is different,
it is necessary to have a strategy to find out the
desires of potential Indonesian consumers for the
products to be sold. Based on research conducted
by marketers, Indonesian consumers tend to like
foods that have a rich taste with a mixture of
various choices of spices, as well as those with
halal standards by the MUI, while the typical taste
of Korean food tends to be sweet and dominant in
one taste. This difference is a problem and a
challenge for Eonnie Kitchen in developing a
strategy so that the marketing process of selling
South Korean food products can attract
consumers to make purchases.
Strategies in global marketing to adapt to
cross-cultural consumer behavior, one of which is
by localizing and standardizing products and
promotions (Schiffman & Wisenblit, 2019).
Companies can implement a global marketing
strategy, namely marketing products globally
with the same strategy for all countries, or
implementing a local marketing strategy, namely
adjusting products and promotional activities
carried out according to the destination country
(Schiffman & Wisenblit, 2019). One of these
local marketing strategies is product
customization that adapts to local consumers in
the destination country. This strategy is used by
Eonnie Kitchen in marketing its products to
potential consumers, namely adjusting products
according to local consumers. Therefore, the
research question of this study is "how is the
effectiveness of the South Korean food product
customization strategy carried out by Eonnie
Kitchen to attract Indonesian consumers to make
product purchases?".
A good and appropriate customization
strategy can attract local consumers to try and
make purchases of products across cultures or
countries. In this case, Indonesian consumers
who are interested in and influenced by Hallyu,
will be more interested in making a purchase if
Eonnie Kitchen makes the right product
customization for Indonesian consumers. In a
study conducted by Hilmi (2021) explains that
customization has a positive and significant
influence on purchasing decisions. In addition,
based on research conducted by Kurniawati &
Suwarno (2011) explains that product
customization can be a competitive advantage for
companies, so as to increase consumer interest in
purchasing products because these products are
not found in competing companies.
Literatur Review
Consumer behavior
A process when a person makes a decision to
buy a product and after buying the product is
driven by the individual's behavior. It is studied
as consumer behavior with the factors that drive
it to make purchasing decisions. According to
Kotler & Keller (2012: 151) consumer behavior
is a science that studies individuals, groups, or
organizations in the activity of choosing, buying,
consuming, and evaluating products, services,
ideas, or experiences to get satisfaction from their
needs and desires.
According to Griffin in (Hanum & Hidayat,
2017) explaining consumer behavior is all the
activities and psychology of a person in
encouraging the process of making purchasing
decisions for a product, which includes activities
before buying, when buying and consuming
products or services, as well as after consuming
and evaluating. Based on these two views, it can
be concluded that consumer behavior is a science
to study behavior that encourages consumers to
make the process of purchasing a product or
service with the aim of satisfying their needs and
desires.
Kotler & Keller (2012:151) state that
consumer buying behavior is driven by culture,
social, and personality. According to Suharno and
Sutarso (2014) in (Hanum & Hidayat, 2017),
there are four main factors that encourage
consumers to decide to buy a product, which are
as follows:
1. Cultural factors
a. Culture
Culture is a variety of basic values,
views, desires, and behaviors that grow
from families or other communities that
are very attached.
b. Sub Culture
Sub-cultures are cultural groups that are
divided according to horizontal factors,
namely factors that have no difference in
position or are the same. This factor consists
of nationality, ethnic or racial groups,
religion, and geography.
c. Social class
Social class is a group of people divided
according to vertical factors where groups
that join in social class have different classes
and different behaviors and goals.
2. Social Factor
a. Group
Consists of two or more individuals who
have similarities in the activities carried out,
as well as personal goals or common goals.
b. Family
Is the main social group that is very
influential in influencing consumer behavior.
c. Role and status
It is a person's position in the group or
their respective environment.
3. Personal factors
a. Age
Age has an influence on the needs or
desires that must be purchased and how to
buy them.
b. Economy
The economy affects a person or group in
determining the choice of goods or services
that can be purchased. A good economy tends
to have a large choice of products or services
that can be purchased. On the other hand,
unfavorable economies have limited options.
c. Work
The work owned, work environment,
mobility will affect a person in deciding to
buy a product or service.
d. Lifestyle
A person's lifestyle from activities,
interests, hobbies, or views will affect his
behavior in buying a product or service.
 e. Personality
The nature of a person in responding to
the surrounding situation will affect his
behavior in buying a product or service.
4. Psychological Factors
a. Motivation
It's an impulse that comes from within
b. Perception
Is a way for someone to select, organize,
and describe the information received to
make it more meaningful.
c. Learning
It is a person's behavior that changes due
to previous experiences.
d. Confidence and Attitude
It is an individual's grip regarding
something that is believed through the
knowledge gained.
International Cross Culture
Cultural factors in influencing consumer
behavior are important for marketers of a
company. Cultural factors can be a challenge for
companies if marketers do not pay attention to
this as well as possible. In the cross-cultural
context that varies between countries, marketers
need to research consumer behavior based on
their culture which can be used for making
marketing strategies for company products.
According to Galperin (1999) in (Gunanto &
Gusti, 2014) that broadly, the role of culture can
be more tangible in formulating trade policies,
protecting intellectual property rights, and
producing resources that are beneficial to the
state. More narrowly, the role of culture can be
found in multinational companies. According to
Gunanto & Gusti (2014) that companies that want
to enter the international market can be successful
if they realize the importance of cultural
differences in each country. According to
Singhapakdi (1999) in (Gunanto & Gusti, 2014)
states that companies that will enter a new
market, namely at the international level, need a
marketing strategy by taking into account the
existing cross-cultural.
According to Gunanto & Gusti (2014) that
culture has a significant influence on consumer
behavior in buying, so companies engaged in
international marketing must make marketing
strategies that are in accordance with the culture
of the people in the destination country or the
country the company operates. Furthermore,
Gunanto & Gusti (2014) companies can carry out
standardized marketing, meaning that for each
destination country the same marketing strategy
is applied. However, this can cause cultural
discrepancies in the destination countries. So
according to Moon and Park (2011) in (Gunanto
& Gusti, 2014) explains that for product
marketing that does not require high cultural
involvement, a standardized marketing strategy
can be applied. However, for products that
require high cultural involvement, companies
need to create strategies that customize products
according to the culture of the destination
country. This is supported by Dodson (2001) in
(Gunanto & Gusti, 2014) who explains that
diverse cultures in various countries require
companies to implement product strategies that
are adapted to local cultures.
Korean Wave/Hallyu
According to Nguyen (2018) in (Rahmadani
& Anggarini, 2021) explains that the Korean
wave or Hallyu are two different terms but still
have the same meaning and can be used
interchangeably. According to Pramadya &
Oktaviani (2016) in (Rahmadani & Anggarini,
2021) that Hallyu or Korean wave is a
phenomenon that occurs where South Korean
culture such as music, film, fashion, culinary, and
language, as well as sports and tourism (Nguyen,
2018) spreads. internationally to other countries
in the world. South Korean culture is one of the
popular cultures today. According to Pilliang
(1999) in (Siswandi, 2019), that popular culture
can create a group that has the same interest in the
culture, then exchange information and continue
to follow its development. The phenomenon of
the spread of South Korean culture has a positive
influence on increasing sales of products related
to Korea. According to Lee (2011) in (Rahmadani
& Anggarini, 2021) explaining that two very
popular South Korean cultural products, namely
K-Drama and K-Pop, are important ways to
promote other South Korean cultural products. So
that between cultures have an influence on each
other in promoting other cultures, such as
increasing sales of K-Fashion products due to the
impact of K-Drama shows that affect the
audience to be interested in finding out and using
the same K-Fashion products as in the show.
 According to Cahyani & Zahara (2021)
explaining that businesses that take advantage of
this phenomenon with the right marketing
strategy can attract consumers to make purchases,
because the Hallyu phenomenon affects the
buying interest of people who like South Korean
culture. According to Sagia & Situmorang (2018)
) that the spread of South Korean culture has an
influence on consumer behavior to purchase
products related to South Korea. This is
supported by the explanation from Lestari et al
(2019) in (Rahmadani & Anggarini, 2021), that
someone who has an interest in South Korean
culture such as drama, music, or film, has a great
opportunity to make a purchase decision for
products that are related to South Korean culture.
Product Customization
According to Pippow et al (2003) in
(Kurniawati & Suwarno, 2011) explains that the
customization strategy is a strategy aimed at
making products or services based on the wishes
of each consumer. According to Bititci et al
(2004), Osterwalder & Pigneur (2010), Merli
(2014) in (Hilmi, 2021), customization makes a
product or service better by adjusting it according
to the needs and desires of consumers. According
to Du, Jiao, and Tseng (2006) in (Hilmi, 2021),
explaining that the analysis of customer
perceptions becomes the value of the
customization, which is then used to create
products or services according to consumer needs
and the value of these products can be felt by
consumers. .
According to Kotler & Armstrong (2014) in
(Hilmi, 2021), explaining related to mass
customization, namely procuring large quantities
of products that are tailored to consumer needs
and can be linked to every consumer need.
According to Kotler & Keller (2012), mass
customization is the company's ability to meet
market needs, by procuring products or services
in bulk and communicating individually with
consumers to determine consumer perceptions of
the products needed. Furthermore, Kotler &
Keller (2012) explain that, customization
strategies may be very difficult to apply to some
products. In addition, the cost of producing it may
increase, and the possibility that occurs if the
customized product has a value that turns out to
be less or even not satisfying the needs and
desires of consumers. Therefore, according to
Kotler & Keller (2012), that not all customized
products can provide good results.
Buying decision
According to Kotler & Armstrong (2008),
purchasing decisions are buying behavior made
by final consumers with the aim of buying goods
or services for consumption. According to
Rahmadani & Anggarini (2021), that purchasing
decisions are an inseparable part of consumer
behavior. Purchasing decisions are the main goal
of the buying decision-making process.
According to Kotler & Keller (2016), Assel
(2004) in (Rahmadani & Anggarini, 2021), that
the basic factors that influence consumer
purchasing decisions are: 1) the consumer
himself; 2) Consumer environmental factors
include needs, perceptions, attitudes. Assael
(2004) adds demographic, lifestyle, and
consumer personality factors.
According to Sangjadi & Sopiah in (Hanum
& Hidayat, 2017), there are five stages in the
consumer buying process, namely:
1. Recognition of needs
This is the stage where
consumers are aware of the problems
or needs that arise.
2. Information search
This is the stage where
consumers look for product-related
information that will be used as a
guide whether to buy or not to buy a
product.
3. Evaluation of alternatives
This is the stage where
consumers evaluate others using the
information they have obtained.
4. Purchase decision
It is the stage where consumers
decide to buy or not to buy a product,
then consume it.
5. Post-purchase behavior
The consumer stage is an
evaluation of the product consumed
whether it is in accordance with
consumer expectations or not.
II. METHODS Table 1: Alternative Answers
The research method used in this study uses Value
a quantitative approach. Quantitative research No. Alternative Answer
Weight
according to Sugiyono (2014) in (Sagia &
Situmorang, 2018) is data that is obtained in the Strongly Disagree
1 1
form of numbers or questions, then statistical (STS)
analysis is carried out. The data analysis 2 Disagree (TS) 2
technique used simple Linear Regression
analysis. The research instrument will be tested 3 Neutral (N) 3
first using validity and reliability tests on a 4 Agree (S) 4
questionnaire containing 18 questions to 30
respondents, then a classical assumption test on 5 Strongly Agree (SS) 5
100 respondents, consisting of: 1)
Heteroscedasticity; 2) t-test/Partial test; 3)
Coefficient of Determination Test/R2. Research Instrument Test
The validity test of the research questionnaire
Population and Sample was conducted on 30 respondents using SPSS
The population of this study is all Eonnie data processing software, so that the following
Kitchen consumers who have purchased South results were obtained:
Korean food products from Eonnie Kitchen. The Table 2 Validity Test
sampling method used is non-probability Question rcount rtable Description
sampling-purposive sampling. According to 5%
Sugiyono (2019) in (Rahmadani & Anggarini, (n=30)
2021), purposive sampling is a sampling 1 0.979 0.361 Valid
technique based on certain criteria. The selected 2 0.874 0.361 Valid
sample criteria are: 1) Age above 14 years; 2) 3 0.952 0.361 Valid
Love South Korean culture; 3) Like products 4 0.724 0.361 Valid
related to South Korean culture; 4) Have a high 5 0.833 0.361 Valid
interest in trying South Korean cultural products; 6 0.928 0.361 Valid
4) Have purchased Eonnie Kitchen products at 7 0.684 0.361 Valid
least 2 times. Because the population size is
8 0.909 0.361 Valid
unknown, the researcher determines the sample
9 0.940 0.361 Valid
size using the Lemeshow formula proposed by
Lemeshow, et.al (1997). In this study, the desired 10 0.939 0.361 Valid
percent confidence was 95%; Z1-a/2 = 1.960; P= 11 0.626 0.361 Valid
0.5; d = 0.1 12 0.566 0.361 Valid
𝑍 2 1 − 𝑎/2𝑝(1−𝑝) 13 0.829 0.361 Valid
𝑛= 14 0.814 0.361 Valid
𝑑2
15 0.802 0.361 Valid
1,9602 𝑥 0,5 (1 − 0,5) 16 0.893 0.361 Valid
𝑛= = 96,04 𝑝𝑒𝑜𝑝𝑙𝑒
0,12 17 0.623 0.361 Valid
So the sample used in this study was rounded 18 0.674 0.361 Valid
up to 100 respondents. The results of the validity test of the questions
in the questionnaire above, with questions 1-10
Data collection technique related to the independent variable, namely
In this study, researchers collected data by product customization, and questions 11-18
distributing questionnaires containing questions related to the dependent variable, namely
using a Likert scale as a measurement of answers purchasing decisions.
with the following details: Reliability test was conducted to measure the
level of consistency of the instrument used. The
 reliability test of the research questionnaire was III. RESULTS AND DISCUSSION
carried out on 30 respondents using SPSS data A total of 100 people as a sample participated
processing software, so that the following results in this study. The following is a breakdown of the
were obtained: demographics of the respondents.
Table 3 Reliability Test Table 5 Demographic Summary of Respondents
Reliability Statistics Demographic Profile Total Total
Variable Customization (in %)
14-20 29 29%
Cronbach's
people
Alpha N of Items 21-27 56 56%
Age
.966 10 people
28-34 15 15%
Reliability Statistics people
Gender Woman 100 100%
Variable Purchase
people
Decision Man o 0%
Cronbach's Student/Student 8 8%
Alpha N of Items people
.854 8 Student 23 23%
people
Housewife 33 33%
Based on the reliability test above, it people
shows that the questionnaire for the two variables Work Trader 2 2%
has a value of > rtable (n 30 = 0.361), so the persons
questionnaire used in this study is reliable or
consistent. Employee 20 20%
people
Heteroscedasticity Test Etc 14 14%
This test was conducted to determine whether people
the regression model used was valid or not as a
Based on table 5, it is concluded that the
forecasting tool. By using SPSS data processing
majority of respondents are aged 21 to 27 years,
software, here are the results of the
heteroscedasticity test using the Glejser test: with all of them being women, and predominantly
Table 4 Heteroscedasticity Test working as housewives.
Coefficientsa
Linear Regression Test Results
Standardize Linear regression test is an analytical
Unstandardized d technique to test the effect of one independent
Coefficients Coefficients variable (X) on the dependent variable (Y). The
independent variable in this study is product
Model B Std. Error Beta t Sig.
customization, and the dependent variable is the
1 (Constant) 7.325 3.666 1998 .055 purchase decision. If the significance value is <
Customizat .114 .076 -.273 -1.502 .144 0.05, then it is said that the X variable has an
effect on the Y variable. And vice versa, if the
ion
significance value is > 0.05, it is said that the X
a. Dependent Variable: RES2 variable has no effect on the Y variable. In
Based on the heteroscedasticity test above based addition, testing the influence between the
on the Glejser test, the value of Sig. variables can be assessed from the t count and
Customization is 0.144 greater than 0.05, so it can table. If t count > from t table, then it is said that
be concluded that there is no heteroscedasticity variable X has an effect on variable Y. And vice
versa, if t count < t table, then variable X has no t Value Test Results
effect on variable Y. Before testing the t-count value and the t-table,
The results of linear regression testing it is necessary to first know the t-table value, so
performed using SPPS data processing software to determine the t-table value, use the following
are as follows: formula:
t table = (a/2 ; nk-1)
= (0.05/2 ; 30-1-1)
= (0.025 ; 51)
The value of t table can be seen in the
distribution of the value of t table, and obtained
2,048.
Based on the t-count value listed in table 6, it
Table 6 Simple Linear Analysis is obtained a value of 5.639 > t-table 2.048, so it
can be concluded that the Customization variable
Coefficientsa (X) has an effect on the purchasing decision
Standar variable (Y).
dized
Unstandardized Coeffici
Coefficients ents
Coefficient of Determination Test Results (R2)
Std. Table 7 Coefficient of Determination Test
Model B Error Beta t Sig. Model Summary
1 (Consta 6.366 5.378 1.18 .247 Std. Error
nt) 4 Mode R Adjusted R of the
l R Square Square Estimate
Custom .630 .112 .729 5.63 .000
ization 9 1 .729a .532 .515 2.70442
a. Dependent Variable: Purchase Decision a. Predictors: (Constant), Customize
• The R value of 0.729 means that the
relationship between the Customization
Based on the test results above, the constant variable and the Eonnie Kithen product
(a) value is 6.366, and the Customization value Purchase Decision variable can be said
(b/regression coefficient) is 0.630, so the to have a close relationship, which is
regression equation can be written as follows: 72.9%.
• Adjusts R Square obtained 0.515 which
Y = a + bX means that 51.5% of the purchasing
Y = 6.366 + 0.630X decision variables can be explained by
• The constant value of 6.366 means that the product customization variable. The
the consistent value of the purchasing remaining 48.5% could be explained by
decision variable is 6.366. other variables not discussed in this
• The X regression coefficient of 0.630 study.
means that each additional customization
value, the value of the purchase decision Discussion
will increase by 0.630. The value of the The Effect of Product Customization on
regression coefficient is positive, so it Purchase Decisions
can be said that the influence of the Based on the tests that have been carried out
variable X on Y leads to a positive to test the effect of product customization on
direction. Korean Food Eonnie Kitchen's purchasing
• Based on the significance value in table decisions, the results show that Eonnie Kitchen's
6, the value obtained is 0.000 <0.05, so it product customization for South Korean cultural
can be concluded that the customization food products has a positive effect in attracting
variable (X) has a significant effect on consumers to make purchases of these products.
purchasing decisions (Y). The customization carried out by Eonnie Kitchen
by adjusting its products in terms of taste, raw
materials, menu variations, and improving
product quality in accordance with the wishes of
local consumers, namely Indonesia, gave positive
results in attracting consumers to make
purchasing decisions due to the satisfaction
obtained by consumers with the product. what
they want.
The effectiveness of product customization
by Eonnie Kitchen in targeting Indonesian
consumers who like South Korean culture has
been quite good in its customization strategy.
Eonnie Kitchen did the right thing by taking
advantage of the Korean wave phenomenon that
entered Indonesia. The positive influence of
customization on purchasing decisions can be
used as a guide to determine better customization
strategies in the future, in order to influence
consumers to make product purchases so that
sales increases can continue to increase.
Strategy Proposal
Eonnie Kitchen has made a pretty good
customization strategy because it has a significant
positive effect in attracting local consumers to
buy South Korean cultural food products. Based
on the data collected by the researcher, that the
competitive advantages possessed by Eonnie
Kitchen compared to competitors are having
complete business legality (business license,
Halal MUI), product customization in terms of
taste, raw materials, and menu variations. Based
on these advantages, the researcher suggests the
following strategies and suggestions:
• Complete all business legalities and
regularly communicate or remind about
the legality of Eonnie Kitchen's
business. The benefit obtained is an
increase in consumer confidence in
South Korean food products but has
been certified halal by MUI.
• Schedule communication activities with
consumers either through WA or
Instagram as a step to update product
customization ideas. The benefit
obtained is an increase in customer
relationships which can increase
customer loyalty because Eonnie
Kitchen gives attention to the customer's
desires.
• Paying attention to the selection of
balanced raw materials so that it does not
change the distinctive taste of South
Korean food but still matches the taste
preferred by local consumers.
IV. CONCLUSION
International cross-culture is a matter of
concern for marketers in designing the right
product marketing strategy for the destination
country. Large companies or MSMEs that sell
products related to other cross cultures and target
markets in different countries, need to realize the
importance of cross-cultural understanding
between countries, because culture is one of the
factors that influence consumer behavior.
Customization is one way of doing product
marketing internationally. The effectiveness of
product customization in influencing consumer
behavior to make purchases, depends on how
companies or SMEs make the right approach with
local consumers to conduct research and analyze
how local consumer culture can be adapted to
products from abroad. Eonnie Kitchen is one of
the MSMEs in Indonesia that implements a
product customization strategy to attract local
consumers to buy South Korean food products
that are sold.
Based on the results of tests conducted on
consumers of Eonnie Kitchen, it is concluded that
customization can have a significant positive
effect on consumer purchasing decisions. These
results indicate that the effectiveness of the
customization strategy carried out by Eonnie
Kitchen has a positive effect on the behavior of
local consumers to purchase South Korean
cultural food products. Although there are
differences in food culture between Indonesia and
South Korea, with the right customization
strategy by Eonnie Kitchen, the results are good.
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