온라인 소매유통시장(B2C)을 통한 인도네시아 수출확대전략에 관한 연구

Strategies for Korean Export Expansion to Indonesia through Online Retail Distribution Market (B2C)

In recent years, Indonesia has been rapidly developing its online retail market, centered on young people in their 20s and 30s, thanks to the rapid development of the Internet environment, the expansion of smart phones, and the increase of middle-class consumers due to economic growth. As a result, Korean companies have the opportunity to expand their exports in the online retail market, which has relatively low entry barriers. Understanding Indonesian consumer and market characteristics is of utmost importance. In this study, we conducted a questionnaire survey on Indonesian consumers who had purchased Korean products through online shopping malls. We analyzed the reasons why they purchased Korean products at online shopping malls, what their purchase satisfaction was and whether they had repurchase intentions or not. Based on this study, we have proposed that Korean companies pursue an export expansion strategy and for the government to enhance its role and develop a support plan from the 4P marketing perspective so as to provide practical help to Korean SMEs who want to enter the online retail market in Indonesia through online shopping malls.