Strategi Implementasi Soft Power dan Diplomasi Publik Korea Selatan: Studi Kasus Pemasaran Hyundai Indonesia 2020-2023

Abstract

Soft power and public diplomacy are tools used by a country to establish good relations with other countries. One of the instruments of soft power and public diplomacy is Hyundai Indonesia's marketing strategy for 2020-2023. This research analyzes the implementation strategies of South Korea's soft power and public diplomacy through the case study of Hyundai Indonesia's marketing sector from 2020 to 2023. This research uses a descriptive qualitative research method with data collection conducted through literature study. This research uses the theory of diplomacy, the concept of soft power, and the concept of multinational companies. The results of this research explain that there are five South Korean public diplomacy strategies through Hyundai Indonesia's 2020-2023 marketing, namely Brand Identity “Modern Premium” Through Glocalization, Digital Transformation and Customer Interactivity, Electrification and Sustainability, Cultural Integration through Creative Collaboration, and Excellent After-Sales Service. Additionally, there is an analysis of the success of South Korea's soft power strategy through Hyundai Indonesia's marketing from 2020 to 2023 and the implementation of South Korea's public diplomacy and its impact on Indonesian public perception. Furthermore, the implementation of South Korea's soft power and public diplomacy strategies in Hyundai's marketing sector in Indonesia from 2020 to 2023 has also had positive impacts on Indonesia. There are at least three positive impacts, namely, Education as a Tool for Hyundai's Public Diplomacy in the Future Mobility School Program, Hyundai's Strategic Investment in Indonesia's Automotive Industry, and Indonesia's Integration in Global Supply Chains. However, there are also negative impacts, such as access gaps and imbalances in sustainability narratives.