DIPLOMASI BUDAYA KOREA SELATAN DI INDONESIA

TAHUN 2012-2015

SKRIPSI

MEDIANNA LARASATI

1310412032

UNIVERSITAS PEMBANGUNAN NASIONAL “VETERAN”

JAKARTA

FAKULTAS ILMU SOSIAL DAN ILMU POLITIK

PROGRAM STUDI HUBUNGAN INTERNASIONAL

2017

i

DIPLOMASI BUDAYA KOREA SELATAN DI INDONESIA

TAHUN 2012-2015

SKRIPSI

Diajukan Sebagai Salah Satu Syarat Untuk Memperoleh Gelar

Sarjana Ilmu Hubungan Internasional

MEDIANNA LARASATI

1310412032

UNIVERSITAS PEMBANGUNAN NASIONAL “VETERAN”

JAKARTA

FAKULTAS ILMU SOSIAL DAN ILMU POLITIK

PROGRAM STUDI HUBUNGAN INTERNASIONAL

2017

vi

DIPLOMASI BUDAYA KOREA SELATAN DI INDONESIA

TAHUN 2012-2015

Medianna Larasati

Abstrak

Penelitian ini dilakukan untuk mengetahui diplomasi budaya yang dilakukan oleh

Korea Selatan di Indonesia dan pengaruhnya terhadap impor kosmetik asal Korea

Selatan di Indonesia tahun 2012-2015. Penyebaran Korean Wave sebagai

instrumen diplomasi budaya Korea Selatan di Indonesia memiliki pengaruh tidak

hanya terhadap penetrasi budaya Korea, tapi juga terhadap perdagangan antara

Indonesia dan Korea, termasuk perdagangan kosmetik. Penelitian ini

menggunakan metode kualitatif dengan data pendukung kuantitatif menggunakan

jenis penelitian deskriptif. Hasil penelitian ini menunjukkan bahwa diplomasi

budaya Korea Selatan di Indonesia memiliki pengaruh tidak langsung terhadap

impor kosmetik asal Korea Selatan di Indonesia. Melalui diplomasi budaya, Korea

meningkatkan pengenalan budayanya dalam film, tari tradisional, pariwisata,

kerajinan, musik dan Korean Wave. Diplomasi budaya Korea menggunakan

Korean Wave berhasil meningkatkan citra nasional dan mempromosikan produk

budaya dan non-budaya di Indonesia. Hal tersebut berpengaruh dalam

meningkatkan pandangan, minat dan pilihan masyarakat Indonesia terhadap

Korea, dalam segi citra, budaya, pariwisata, juga perdagangan. Karena

peningkatan pandangan dan ketertarikan akan budaya Korea, pilihan masyarakat

Indonesia jatuh pada produk buatan Korea, termasuk kosmetik. Hal tersebut

menyebabkan tingginya permintaan dan mengakibatkan peningkatan ekspor

kosmetik asal Korea.

Kata Kunci: Korea Selatan, Indonesia, Diplomasi Budaya, Perdagangan

Kosmetik

vii

SOUTH KOREAN CULTURAL DIPLOMACY IN INDONESIA

IN THE YEAR OF 2012-2015

Medianna Larasati

Abstract

This research was conducted to know about cultural diplomacy contucted by

South Korea in Indonesia and its effect on the import of cosmetics from Souh

Korea in Indonesia in 2012-2015. The dissemination of Korean Wave as an

instrument of South Korean cultural diplomacy in Indonesia has an influence not

only on the penetration of Korean Culture, but also on trade between Indonesia

and Korea, including cosmetics trade. This research utilized qualitative method

with quantitative support data using descriptive research type. The results of this

study indicated that South Korean cultural diplomacy in Indonesia has an indirect

effect on the import of cosmetics from South Korea in Indonesia. Through

cultural diplomacy, Korea increased its cultural recognition in film, traditional

dance, tourism, crafts, music and Korean Wave. South Korean cultural diplomacy

using Korean Wave has succeeded in enhancing the national image and cultural

and non-cultural poducts trade in Indonesia. It increased the interest and choice of

Indonesian people towards Korea, in terms of image, culture, tourism, and trade.

Due to the increasing view and interest in Korean culture, the Indonesian society’s

choice fell on Korean-made products, including cosmetics. This had led to high

demand and rising on the import of cosmetics from South Korea.

Keywords: South Korea, Indonesia, Cultural Diplomacy,

ix

DAFTAR ISI

HALAMAN JUDUL .................................................................................................... i

PERNYATAAN ORISINLITAS .............................................................................. ii

PERNYATAAN PERSETUJUAN PUBLIKASI ..................................................... iii

PENGESAHAN ......................................................................................................... iv

ABSTRAK ................................................................................................................... v

ABSTRACT ................................................................................................................ vi

KATA PENGANTAR ............................................................................................... vii

DAFTAR ISI .............................................................................................................. vii

DAFTAR TABEL ...................................................................................................... ix

DAFTAR SINGKATAN ............................................................................................ xi

BAB I: PENDAHULUAN I.1. Latar Belakang .................................................................................................. 1

I.2. Rumusan Masalah ........................................................................................... 11

I.3. Tujuan Penelitian ............................................................................................ 11

I.4. Manfaat Penelitian .......................................................................................... 11

I.5. Tinjauan Pustaka ............................................................................................. 12

I.6. Kerangka Pemikiran ........................................................................................ 14

I.6.1. Konsep Diplomasi Publik ............................................................................... 14

I.6.2. Konsep Diplomasi Budaya .............................................................................. 17

I.6.3. Konsep Korean Wave/Hallyu ......................................................................... 19

I.7. Alur Pemikiran ................................................................................................ 21

I.8. Asumsi Penelitian ........................................................................................... 21

I.9. Metodologi Penelitian ..................................................................................... 21

I.9.1. Jenis Penelitian ................................................................................................ 22

I.9.2. Sumber Data .................................................................................................... 22

I.9.3. Teknik Pengumpulan Data .............................................................................. 22

I.9.4. Teknik Analisa Data ........................................................................................ 22

I.10. Sistematika Penulisan ..................................................................................... 23

BAB II: DINAMIKA HUBUNGAN INDONESIA DENGAN KOREA

SELATAN TAHUN 2012-2015

II.1. Hubungan Bilateral Korea Selatan dan Indonesia .......................................... 25

II.2. Perkembangan Citra Korea Selatan di Indonesia Tahun 2012-2015 .............. 29

II.3. Diplomasi Budaya sebagai Instrumen Soft Power Korea Selatan .................. 35

II.3.1. Sumber Daya Soft Power Korea Selatan ........................................................ 39

II.4. Penyebaran Korean Wave di Indonesia .......................................................... 43

x

BAB III: DIPLOMASI BUDAYA KOREA SELATAN DI INDONESIA

III.1. Hubungan Diplomatik Antara Indonesia dengan Korea Selatan .................... 46

III.2. Kerjasama Kebudayaan Indonesia dan Korea Selatan .................................... 49

III.3. Diplomasi Budaya Korea Selatan di Indonesia ............................................... 50

III.3.1. Korean-Indonesia Week .................................................................................. 54

III.3.2. Tahap-tahap Diplomasi Budaya Korea Selatan di Indonesia .......................... 55

III.3.3. Hambatan dalam Menjalankan Diplomasi Budaya Korea Selatan di Indonesia

......................................................................................................................... 56

III.4. Dampak Diplomasi Budaya Korea Selatan di Indonesia ................................ 57

BAB IV: PENUTUP

IV.1. Kesimpulan ..................................................................................................... 65

IV.2. Saran ................................................................................................................ 68

DAFTAR PUSTAKA ............................................................................................... 71

RIWAYAT HIDUP

LAMPIRAN

xiii

DAFTAR TABEL

Tabel 1. Pasar Kosmetik Domestik Korea Selatan Tahun 2012-2015 ................ 7

Tabel 2. Impor Indonesia terhadap Hasil Industri Asal Korea Selatan Tahun

2012-2015.............................................................................................. 9

Tabel 3. Impor Indonesia terhadap Produk Kosmetik Asal Korea Selatan Tahun

2012-2015............................................................................................ 10

Tabel 4. Budaya Populer Korea Selatan di Indonesia Tahun 2009-2015 ......... 31

Tabel 5. Warga Indonesia yang Mengunjungi Korea Selatan Tahun 2009-2015

............................................................................................................. 33

Tabel 6. Impor Produk Non-Budaya Asal Korea Selatan Tahun 2009-2015 .... 34

Tabel 7. Impor Hasil Industri Asal Korea Selatan Tahun 2012-2015 ............... 62

xiv

DAFTAR SINGKATAN

AS Amerika Serikat

ASEAN-ROK ASEAN-Republic of Korea

G30S Gerakan 30 September

GDP Gross Domestic Product/Produk Domestik Bruto

GNB Gerakan Nonblok

IAAF International Association of Athletics Federations

ICPRCP Intergovernmental Committee for Promoting the Return of

Cultural Property to Its Countries or Its Restitution in Case

of Illicit Appropriation

IDR Indonesian Rupiah

IT Informasi dan Teknologi

K-Beauty Korean Beauty

KCC Korean Cultural Center/Pusat Kebudayaan Korea

K-Drama Korean Drama

KF Korea Foundation

K-Fashion Gaya berbusana ala budaya modern Korea

K-Food Korean Food

Kimchi K-Pop Korean Idols Music Concert Hosted in Indonesia

KTO Korea Tourism Organization

KOCCA Korea Culture Contents Agency

KOCIS Korean Culture and Information Service

xv

KOFIC Korean Film Council

KPAII Ketahanan dan Pengembangan Akses Industri Internasional

K-Pop Korean Pop

KRW Korean Won

LG Lucky-GoldtSar

Ltd. Limited Company

MCST Ministry of Culture, Sport and Tourism

MFDS Ministry of Food and Drug Safety

MOFA Ministry of Foreign Affairs

MoU Memorandum of Understanding/Nota Kesepahaman

NAASP New Asian-African Strategic Partnership

ODA Official Development Assistance

PCNB President Council on Nation Branding

PRRI Pemerintah Revolusioner Republik Indonesia

PT Perseroan Terbatas

RCTI Rajawali Citra Televisi Indonesia

RI Republik Indonesia

SERI Samsung Economic Research Institute

UGM Universitas Gadjah Mada

UI Universitas Indonesia

Unas Universitas Nasional

Undip Universitas Diponegoro

UNESCO United Nations Educational, Scientific and Cultural

Organization

xvi

Unhas Universitas Hasanuddin

Unikom Universitas Komputer Indonesia

Unlam Universitas Lambung Mangkurat

Unpas Universitas Pasundan

UPI Universitas Pendidikan Indonesia

USD United States of Dollar