한식 가정간편식(HMR)에 대한 선택속성, 한류 선호도, 지각된 기업의 친환경 활동이 브랜드 명성과 충성의도에 미치는 영향: 인도네시아 소비자를 중심으로

In Indonesia, a major country in ASEAN, consumption of Hallyu contents has been increasing due to the recent increase in popularity of Hallyu. Based on this Hallyu boom, Indonesian consumers’ interest in and consumption of K-Food is also on the rise. In particular, Korean home meal replacements(HMRs) are showing rapid growth in the Indonesian market due to their high quality, convenience, and health benefits. Accordingly, this study analyzed the impact of Korean HMR selection attributes, Hallyu preference, and perceived corporate eco-friendly activities on the brand reputation and loyalty intentions of Korean HMRs among Indonesian consumers. In addition, this study proposed business strategies for Korean HMR manufacturers entering the Indonesian market, where the processed food industry is expected to grow rapidly in the future, to secure competitive advantages in the local market. In this study, a survey was conducted targeting consumers in their 10s to 40s living in major cities in Indonesia, and a total of 229 valid questionnaires were obtained and used for empirical analysis. The results of the empirical analysis showed that convenience, Hallyu preference, and perceived corporate eco-friendly activities were important factors in increasing the reputation of Korean HMR brands in the Indonesian market, and high brand reputation ultimately led to loyalty intentions to Korean HMRs. In addition, health and Hallyu preference were found to be major factors that directly influence the formation of loyalty intentions toward Korean HMR brands.