초록
The Korean Wave (Hallyu) including Korean Pop music gains a lot of attention recently. The globalization of K-Pop is supported by the recent digital era and the development of communication media. The most contributed media is mass media and social media. The suitable advertising strategy is to decide the proliferation of K-Pop, the target audience characteristic and the market behavior will determine this strategy approach. This study is to examine and understand K-Pop influence on Indonesian Market focusing on Surabaya market. The specific focus of the study will be on the advertising strategy of K-Pop music and its product. The research is focused on the strategy of the globalization of K-Pop and the phenomenon in Indonesia. Based on the target behavior and market characteristic, this research described the succeed advertising strategy of K-Pop in Indonesia and the succeed factors that could be a useful study for Indonesian music industry and the development of its advertising strategy.
