Fenomena Konsumsi Minuman Jepang di Indonesia: Kajian Budaya Jepang terhadap Ketertarikan Konsumen

Abstract

This study aims to analyze how Japanese culture shapes Indonesian consumers’ interest in Japanese beverages. The growing popularity of beverages such as matcha, hojicha, genmaicha, ramune, and Japanese milk tea in Indonesia indicates that these beverages are not merely consumed as products but are also embraced as part of the dissemination of Japanese culture. This research employed a descriptive quantitative approach using a survey distributed through Google Forms to 31 Indonesian respondents who were familiar with and had consumed Japanese beverages. The collected data were analyzed using the Statistical Package for the Social Sciences (SPSS) to provide a descriptive overview of respondents’ perceptions regarding the relationship between Japanese culture and their interest in consuming Japanese beverages. The findings indicate that respondents associate their interest in Japanese beverages with various aspects of Japanese culture, particularly Japanese culinary culture and popular culture, including anime, manga, drama, and music. In addition, social media contributes to expanding public access to information about Japanese culture and cuisine, thereby supporting consumers’ interest in Japanese beverages. These findings suggest that the consumption of Japanese beverages in Indonesia is not solely related to product characteristics but also reflects the acceptance of Japanese cultural elements disseminated through various media.

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