Indonesia
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Abstract
The remarkable expansion of Japanese popular culture has significantly shaped consumer behavioral patterns among Indonesian youth, particularly within the dynamic realm of digital commerce. The convergence between cultural affinity and e-commerce platforms has generated distinctive consumption phenomena that warrant comprehensive scholarly investigation.
This qualitative research explores how Japanese popular culture influences online purchasing behavior among otaku community members aged 15-20 years in Yogyakarta during the period 2022-2023, offering valuable insights into contemporary digital consumer culture. The study employs a phenomenological qualitative methodology, utilizing in-depth interviews, focused group discussions, and thematic analysis to capture rich, nuanced data. Twenty participants were purposively selected from otaku communities across various universities and high schools in Yogyakarta, representing diverse socioeconomic backgrounds and varying levels of cultural engagement. Key findings reveal three significant themes: (1) Cultural Identity Formation through Consumption - participants actively utilize Japanese merchandise purchases to construct and express their cultural identity; (2) Digital Community Validation - online purchases function as valuable social capital within otaku communities; (3) Authentic Experience Seeking - consumers demonstrate strong preference for authentic Japanese products through specialized e-commerce platforms despite premium pricing considerations.
This research demonstrates that Japanese popular culture substantially influences online purchasing patterns through sophisticated mechanisms of identity formation and community belonging needs. E-commerce platforms emerge as vibrant cultural spaces where consumption transcends mere transactional activities to encompass meaningful identity expression and active community participation. The findings contribute to understanding how cultural phenomena intersect with digital commerce, providing important implications for both academic research and practical applications in cross-cultural consumer behavior and digital marketing strategies.
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