The flower industry has increased along with the improvisation that occurs in the standard of living of Korean society. The production figures from floriculture show that cut flowers per stem have the highest value in conveying messages. In the early stages of cultural integration, especially from the perspective of customers, there will be a moment to share meaning.

This study uses the Symbolic Interaction Theory by Herbert Mead which was popularized by his student, Hebert Blumer. This theory explains that a person is motivated to act in response to the meaning of stimuli given by people, objects, and events. The meaning in this study is that flowers as a product are also interpreted as symbols that help humans to communicate with other people, groups, and with themselves; which will be carried out using qualitative research methods with FGD with florist owners in Indonesia as a data collection technique.

The results of this study are information about the symbolic interaction of flowers in the development of florist businesses in Indonesia, especially Korean-style flower arrangements, which are then interpreted as a marketing strategy for florists with Korean-style flower arrangements to support the development of florist businesses.

Authors:
Magdalena Lestari Ginting, Pelita Harapan University, Indonesia
Fina Oktavianti, Bandung Institute of Technology, Indonesia

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Posted by James Alexander Gordon

Last updated: 2023-02-23 23:45:00

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