p–ISSN: 2723 - 6609 e-ISSN: 2745-5254

Vol. 5, No. 6 June 2024 http://jist.publikasiindonesia.id/

Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 6, June 2024 2752

Analysis of the Cultural Dimensions of Indonesian People on

Purchase Decisions: A Case Study of Karen's Diner

Restaurant in Indonesia

Atikah Amaliadanti¹*, Niken Febrina Ernungtyas², Lukita Wijaya3

Universitas Indonesia Depok, Indonesia

Email: [email protected]

, [email protected]

[email protected]

*Correspondence

ABSTRACT

Keywords: Cultural

Dimensions; Purchase

Decision; Consumer

Behavior.

This study uses a constructivist paradigm and a qualitative

approach to analyze six elements of Hofstede's Cultural

Dimensions Theory. Data analysis was taken from four viral

tweets collected with the keyword Karen's Diner on Twitter

from December 15 to 22, 2022. The study results show that

six elements of the Cultural Dimensions Theory are inherent

in Indonesian consumers, so they oppose the concept of

service presented by Karen's Diner. The element of power

distance applies where most Indonesian people have been

instilled with the idea that "the buyer is the king", so they do

not tolerate the slightest bad action done by the seller.

Uncertainty avoidance applies when the Indonesian people

protest and urge Karen's Diner Indonesia to make clear

written regulations and improve the restaurant's service

procedures. The element of masculinity or femininity is

represented by netizens who think the restaurant's existence

will disappear quickly amid competition in the dynamic

Indonesian F&B industry. The Long Term vs Short Term

Orientation element applies where the public considers the

concept of Karen's Diner Indonesia service intolerable and

raises concerns about behavioral deviations in the future.

The Indulgence vs Restraint element is represented by

people who oppose things that can potentially offend Eastern

norms, one of which is product marketing.

Introduction

The increase in consumption outside the home after the pandemic has made the

food and beverage industry one of the businesses that has had a significant impact

(Mulianto, Wijaya, & Jogi, 2020). Various ways are carried out to develop products, one

of which is to form and implement marketing strategies to increase customer satisfaction

and become the choice of consumers (Abuhashesh, Alshurideh, Ahmed, Sumadi, &

Masa’deh, 2021). A study from an Australian research institute, Roy Morgan, shows that

more than 55 million Indonesians buy food at family and fast food restaurants. The data

Analysis of the Cultural Dimensions of Indonesian People on Purchase Decisions: A Case Study

of Karen's Diner Restaurant in Indonesia

Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 6, June 2024 2753

also includes those who eat at restaurants, buy with a service without getting off (drive-

thru), or order and deliver home (Senja, 10AD). This research is very important for a

company, including companies in the food and beverages industry, to know what

consumers need and want for a product through consumer response and formulate a

market strategy so that the company benefits through customer satisfaction that exceeds

its expectations (Jufra, 2020).

According to (Kotler & Keller, 2016), consumer purchasing behavior is influenced

by several factors, including cultural, social, personal, and psychological factors.

Consumers will learn and try to accept product and service innovations if they are by the

factors in their guidelines. The process of product acceptance by consumers will be

implemented in the form of a buyer's decision. In this study, the author will review one

of the important factors, namely cultural factors (Pratesi, Hu, Rialti, Zollo, & Faraoni,

2021).

In the food and beverage industry, service innovation has developed in the last five

years. As this business trend develops, potential consumers raise several questions,

including "What are the new food and beverage innovations that will be consumed in the

future?" and "How will people be served in the food and beverage industry in the future?"

Consumers will invest in memorable food tastes and a satisfying service experience.

Cultural factors, such as age and gender, are factors that consumers consider when

purchasing food and beverages, visiting a new restaurant, and even making repeat

purchases (Hafidz, 2018).

(Kotler & Keller, 2016) emphasized that consumers make a purchase decision when

purchasing a product. In making these decisions, consumers consider various perceptions,

such as process, people, physical evidence, promotion, location, price, product, culture,

technology, politics, and finance.

Karen's Diner is a themed restaurant that was first established in Australia. The

restaurant advertises an unpleasant dining experience, and staff are ordered to insult

customers during meals. The restaurant's name comes from the internet slang term Karen,

which roughly describes an old white woman. Karen's Diner has opened branches in the

United Kingdom, the United States, Indonesia, and New Zealand.

The restaurant's initial viral campaign started with a video upload about their rude

service to customers. The video received a positive response from people worldwide,

including Indonesia, where the service concept presented by Karen's Diner included a

unique innovation. As a result, many Indonesian netizens requested Karen's Diner to open

a branch. Finally, the request was realized when Karen's Diner opened its first branch in

Indonesia, precisely at the Burger Workshop, South Jakarta.

The problem began on the first day of the launch of Karen's Diner in Indonesia,

which was expected to get consumer praise but turned out to be the opposite. Consumers

heavily criticized the restaurant. One of the most widely expressed criticisms is about the

concept of service that deviates from cultural norms in Indonesia. This is what underlies

the researcher's research related to the cultural factors in question and the cultural points

Atikah Amaliadanti, Niken Febrina Ernungtyas, Lukita Wijaya

Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 6, June 2024 2754

used as guidelines by Indonesian consumers in assessing a service in a restaurant; in this

context, it is the concept of service presented by Karen's Diner.

Method

Research Paradigm

This research uses a constructivist paradigm, which is a paradigm that views social

science as a systematic analysis through direct and detailed observation of the social

actors concerned with creating, maintaining, and managing their social world (Hidayat,

2003). Research with a constructivist research paradigm suggests that every way an

individual views the world is valid, and respect for that view is needed (Patton, 2002).

The constructivist paradigm is used in this study because this research wants to

understand the cultural dimensions inherent in Indonesian people in making purchase

decisions constructed by tweets and netizens' comments about Karen's Diner restaurants

that are thrown out on social media Twitter.

Research Approach

This research is qualitative. Qualitative research is a scientific process intended to

understand human problems in a social context by creating a comprehensive and complex

picture that is presented and reports detailed views from information sources (Creswell,

1998). This study uses a qualitative research approach to create a comprehensive and

complex picture of the analysis of the cultural dimensions of Indonesian people in making

purchase decisions at Karen's Diner restaurant.

Research Methods

This study uses content analysis as the research method. Krippendorf (Ahmad,

2018) explained that in using the content analysis method, it is necessary to observe the

communication phenomenon by formulating exactly what is being researched. All actions

must be based on these objectives. The next step is to select the unit of analysis to be

studied and choose the object of the research that is the target of the analysis. If the object

of the research is related to verbal data, it is necessary to mention the place, date, and

means of communication concerned. However, if the research object is related to the

messages in a media, it is necessary to identify the message and the media that delivers

it.

Data Collection Techniques

The research object used and the main data in this study is four tweets collected

from social media Twitter with the keyword "Karen's Diner". Twitter social media was

chosen because the content published on social media contains more comments from the

Indonesian people, both positive and negative comments about Karen's Diner. The object

of Karen's Diner was also chosen because the restaurant was controversial at its

inauguration, so it is interesting to research the controversial causative factors, one of

which is the culture brought by Karen's Diner restaurant to the Indonesian market. The

tweets taken are from December 15 to December 22, 2022. The reason for choosing this

time range is because December 15, 2022, is the first day Karen's Diner opened its store

in Indonesia, while December 22, 2022, is the moment one week after the opening of

Karen's Diner restaurant in Indonesia. This study will analyze not only the main tweets

Analysis of the Cultural Dimensions of Indonesian People on Purchase Decisions: A Case Study

of Karen's Diner Restaurant in Indonesia

Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 6, June 2024 2755

but also the comments linked to these tweets. The tweets and comments collected were

selected according to the highest likes and comments from December 15 to December 22,

2022.

Then, after collecting data from Twitter's social media, literature studies were also

used to collect references regarding research with the concept of cultural dimensions,

which is the basis of the method for this research.

The following are the four tweets to be analyzed (See Figure 1, Figure 2, Figure 3).

Picture 1 Tweet 1 by @goodghan

(source: Twitter thread with the keyword Karen's Diner, December 16, 2022)

Figure 2. Tweet 2 by @Askrlfess on the thread

(source: Twitter thread with the keyword Karen's Diner, December 16, 2022)

Atikah Amaliadanti, Niken Febrina Ernungtyas, Lukita Wijaya

Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 6, June 2024 2756

Figure 3. Tweet 3 by @livyrenata

(source: Twitter thread with the keyword Karen's Diner, December 17, 2022)

Results and Discussion

Tweet Analysis Results 1

The findings of this study are a description of the data collection obtained through

content analysis from Indonesian netizens on Twitter from December 15 to 22, 2022, so

that the results of the research findings can be presented as follows:

December 15, 2022, is the first day Karen's Diner Indonesia launched its restaurant

to the public. Previously, Karen's Diner had announced this to the public, and this received

a high response. Therefore, the public began to visit Karen's Diner restaurant to

experience the culinary there.

One day after the opening of Karen's Diner Indonesia, on December 16, 2022,

reviews of the experience of visiting the restaurant were found on various social media

channels, including Twitter. However, the majority of reviews review bad experiences

with the restaurant. One of the documents is in a thread written by an account with the

username @goodghan; it is stated that Karen's Diner's restaurant business in Jakarta will

not last long. Although the food served has a good taste, the concept of service is not

considered by the culture of the Indonesian people, who are still thick with politeness.

The implementation of Karen's Diner Indonesia's service strategy is also considered

immature and different from the concept of service in its home country (@goodghan,

2022).

Analysis of the Cultural Dimensions of Indonesian People on Purchase Decisions: A Case Study

of Karen's Diner Restaurant in Indonesia

Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 6, June 2024 2757

The account also protested against Karen's Diner Indonesia's service because the

Karen's Diner service concept crossed the boundaries of norms between servers and

customers, unlike the concept of Karen's Diner in other countries, where the waiter

responds to customers with an irritated tone but still pays attention to the boundaries. This

is evident from the documentation of the angry waitress's behavior and mocking of the

customer, which leads to body shaming.

Figure 4 Netizens' Comments on Tweet 1

In addition to these comments, other comments also came from netizens who

argued that the concept of Karen's Diner Indonesia should follow the original concept of

Karen's Diner Australia, who acted as if she was a maid who was upset about her work,

not a maid who was often angry and swearing. Here is one of the contents of the comment:

"NJIRRRR NORAK. Karen's concept is not anger but being annoying and annoying;

people who are told to do it must be annoyed, right? That is why they do not want to do

it. Lah lu mah kya son of King Kong, gabut tp berserk"

Figure 5 Netizens' comments on Tweet 1

Atikah Amaliadanti, Niken Febrina Ernungtyas, Lukita Wijaya

Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 6, June 2024 2758

Tweet Analysis Results 2

In the object of research twit 2, on December 16, 2022, there was a post written by

the username @Askrlfess that opened a space for netizens to comment on the presence of

Karen's Diner in Indonesia. In the tweet, there was a documentation upload of one of

Karen's Diner's servers who swore to one of the customers. The tweet generated 1,704

replies and comments from netizens. The majority of responses from netizens said that

the concept of Karen's Diner Indonesia was not based on the culture of the community

and had crossed the line by body shaming and talking to customers in the context of

SARA.

However, from the majority of these negative responses, there is an account that

says positive responses and tends to agree with the marketing strategy carried out by

Karen's Diner Indonesia. This account with @curioest and @abriann_n usernames said

that Karen's Diner is intended for people with a high taste for dark jokes and are not easily

sensitive or paper in Jakarta slang.

Figure 6. Positive Netizens Response on Tweet 2

Analysis of the Cultural Dimensions of Indonesian People on Purchase Decisions: A Case Study

of Karen's Diner Restaurant in Indonesia

Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 6, June 2024 2759

Also, @ujeudda's user account expressed his disappointment with the concept of

Karen's Diner in Indonesia, which differs from the concept of Karen's Diner in his home

country. He also explained that at first, he thought the concept of Karen's Diner Indonesia

was not embarrassing—or cringeworthy in the slank language of South Jakarta residents.

However, after seeing the review videos that went viral on TikTok social media, he felt

disappointed because Karen's Diner Indonesia servers carried out body-shaming actions

to visiting customers.

Figure 7. Netizens' Comments on Tweet 2

Tweet Analysis Results 3

Atikah Amaliadanti, Niken Febrina Ernungtyas, Lukita Wijaya

Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 6, June 2024 2760

In tweet 3, an Indonesian influencer, Livy Renata, uploaded a post of her opinion

through the Twitter account @livyyrenata. On December 17, 2022, Livy argued that she

was very disappointed with the service concept of Karen's Diner Indonesia that she

witnessed on the online news, where servers touched food and drinks delivered to

customers. The tweet invited a response from netizens who agreed with Livy. The

management of Karen's Diner issued a regulation that they do not tolerate employees who

commit various acts of bullying and SARA. Netizens also predict that the existence of

Karen's Diner in Indonesia will not last long.

The comments contained in tweet 3 found positive comments from an account

named @barbut_turut regarding the services provided by Karen's Diner servants. Barbut

praised the change in Karen's Diner's service pattern in his tweet. There is a sentence,

"According to this cave, it is just Karen's Diner Indo whose speech is funny and not

cringe." This sentence shows that there is still a form of praise, consumer satisfaction,

and improvisation regarding Karen's Diner service.

After describing the data findings, the research continued by analyzing them using

the Cultural Dimensions Theory, which consists of six main elements: Power Distance,

Uncertainty Avoidance, Individualism vs. Collectivism, Masculinity or Femininity,

Long-Term/Short-Term Orientation, and Indulgence/Restraint (Hofstede, Hofstede, &

Minkov, 2005).

Power Distance

The concept of power distance, referred to from Cultural Dimensions Theory, is

related to honor and power. A country with a large power gap shows that subordinates

greatly respect and depend on superiors. However, in countries with a small power gap,

subordinates and superiors have an interdependent relationship (ZHU & LI, 2019).

The results of the analysis show that Indonesians have a high concept of power

distance. The concept that subordinates must respect superiors is not limited to the

relationship between restaurant servers and customers, where servers play the role of

subordinates and customers as superiors. Most Indonesian people have been instilled with

the idea that "the buyer is the king", so they do not tolerate the slightest bad action done

by the seller, in this case, Karen's Diner Indonesia employees.

Karen's Diner presents an unusual concept by providing service in a more "rough"

way to visitors. Of course, the service concept applied by Karen's Diner, such as speaking

rudely, doing body shaming, and touching consumer food and beverages, shows that this

concept is unacceptable and not by the principle of "the buyer is king". This is evidenced

by the data findings, namely comments from netizens on December 16, 2022, the second

day that Karen's Diner has been operating in Indonesia. Many of these criticisms show

that this concept is not in the culture of the Indonesian people and is considered too

excessive.

Uncertainty Avoidance

The element of uncertainty avoidance or uncertainty avoidance culture tries to

minimize the possibility of such a situation with strict codes of behavior, laws, and rules,

disagreement with distorted opinions, and belief in absolute truth.

Analysis of the Cultural Dimensions of Indonesian People on Purchase Decisions: A Case Study

of Karen's Diner Restaurant in Indonesia

Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 6, June 2024 2761

The analysis results show that the culture embraced by the majority of Indonesian

people is high uncertainty avoidance, where they greatly avoid things that indicate

uncertainty and minimize the possibility of uncertainty by applying laws, rules, and

disagreements to certain situations. Continuing with this element, the concept of Karen's

Diner Indonesia service is not based on the daily life of Indonesian people, where netizens

expressed this through criticism and comments on social media Twitter. Karen's Diner

Indonesia is considered to have damaged the original concept from Australia by creating

a service concept that does body shaming to visitors, where the concept is not in the daily

life of Indonesian people who are usually served with hospitality. Indirectly, the

Indonesian people urge Karen's Diner Indonesia to make clear written regulations and

improve the restaurant's service procedures.

Individualism vs Collectivism

In the individualist dimension, we can find a culture that depicts the bond between

individuals as everyone is expected to care for himself and his or her immediate family.

However, in collectivists, we find a culture in which people are integrated into a strong

and cohesive group (such as having a large family member) from birth and will continue

to protect sincerely.

From this concept, Indonesian society is included in collectivists, emphasizing

group harmony and fighting for group honor. This culture is one of the things that applies

in criticizing something. When an individual expresses his opinion, other like-minded

individuals will support and express the same opinion. The results of the analysis found

that the negative comments that came from one netizen were approved by thousands of

other netizens, who even held the same opinion that the existence of Karen's Diner in

Indonesia would not last long because the concept of service was not by the prevailing

cultural teachings in Indonesian society. Netizens jointly emphasized the group's

opinions, fought for the group's honor, and criticized it so that it would be heard by the

management of Karen's Diner Indonesia.

Masculinity or Femininity

The meaning of this dimension is that masculinity is emphasized in a society or

organization, and it is more driven by competition, achievement, and success. In contrast

to masculinity, femininity emphasizes that the values of life are more dominated by caring

for others.

In Indonesian society, which tends to adhere to the culture of masculinity, where

people tend to pursue success and competition, in the context of Karen's Diner Indonesia,

netizens consider that the restaurant's existence will disappear in a short time amid the

dynamic competition of the Indonesian food and beverages industry. Criticism and input

without an evaluation process from the restaurant will make the business survive

temporarily and not reach its point of success.

Long Term vs Short Term Orientation

Confucian teachings influence this dimension, which measures the extent to which

society tolerates pending material, emotional, and social demands (ZHU & LI, 2019). The

analysis results show that Indonesians tend to adhere to the culture of long-term

Atikah Amaliadanti, Niken Febrina Ernungtyas, Lukita Wijaya

Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 6, June 2024 2762

orientation, which is very concerned about the future impact of every action taken. In the

case of Karen's Diner service in Indonesia, the community considers this concept

intolerable. The majority think they will be carried away by emotions when faced with a

service that they consider bad. In addition, the community also assesses that the concept

of Karen's Diner service in Indonesia will not last long and raises concerns about

behavioral deviations in the future.

Apart from the consumer side, the study also analyses an element of short-term

orientation culture applied by Karen's Diner management, where the short-term

orientation is centered on the past and present by emphasizing current interests and social

responsibility. This is shown by the opening of branches in Indonesia, where investors

see that the market welcomes the concept of Karen's Diner in other countries, so the

decision to expand to the Asian market, especially Indonesia, occurs quickly. In addition,

because it attaches importance to the interests of the present and also the interests of

profit, Karen's Diner Indonesia implements different marketing activities, namely rude

service, to attract visitors. The results of its implementation received negative feedback

from Indonesian consumers.

Indulgence vs Restraint

Indulgence is an abbreviation for a society that allows relatively free satisfaction

from basic and natural human desires related to the desire to enjoy life and have fun.

Meanwhile, Restraint means restraint on society that controls the satisfaction of needs

and regulates them with strict social norms.

The results of the analysis stated that the concept of restraint is inherent in the

culture of Indonesian society, where there is a perception that actions should not be taken

because they are hindered by the norms that apply in society. The service concept created

by Karen's Diner is not by Indonesian society, which tends to adhere to the stress

dimension. There are rules and social norms that apply in Indonesia, such as being

friendly and having a culture of small talk with others. This moral deviation is exacerbated

by deviations from the professional side, where there is an action of a waiter touching the

customer's food or drink. The Indonesian market is not ready for this kind of innovation.

Things that can potentially offend oriental norms inherent in Indonesian culture are not

factors that can be used as innovation by business people who want to expand the market

to Indonesia.

On the other hand, Karen's Diner refers more to the Indulgence dimension because

it tends to provide innovation with a service concept that is considered unusual to

consumers.

Conclusion

Cultural factors analyzed using the Cultural Dimensions Theory influence

Indonesian consumers' decision to visit Karen's Diner restaurant. Based on the findings

and analysis, it can be concluded that six cultural elements are guidelines for Indonesian

people to assess the services marketed by Karen's Diner Indonesia restaurants. The six

Analysis of the Cultural Dimensions of Indonesian People on Purchase Decisions: A Case Study

of Karen's Diner Restaurant in Indonesia

Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 6, June 2024 2763

cultural elements are power distance, uncertainty avoidance, Individualism vs

Collectivism, Masculinity or Femininity, Long Term vs Short Term Orientation, and

Indulgence vs Restraint. The element of power distance applies where most Indonesian

people have been instilled with the idea that "the buyer is the king", so they do not tolerate

the slightest bad action done by the seller. Uncertainty avoidance applies when the

Indonesian people protest and urge Karen's Diner Indonesia to make clear written

regulations and improve the restaurant's service procedures. The elements of

Individualism vs Collectivism are represented by netizens who together emphasize group

opinions, fight for group honor, and criticize so that they are heard by the management of

Karen's Diner Indonesia. The element of masculinity or femininity is represented by

netizens who think the restaurant's existence will disappear quickly amid competition in

the dynamic Indonesian F&B industry. The Long Term vs Short Term Orientation

element applies where the public considers the concept of Karen's Diner Indonesia service

intolerable and raises concerns about behavioral deviations in the future. The Indulgence

vs Restraint element is represented by people who oppose things that can potentially

offend Eastern norms, one of which is product marketing. These six cultural elements are

firmly attached to the thinking of the Indonesian people, where people bring the culture

to carry out activities and opinions on something, including in decision-making activities

to buy products and services.

This research has academic significance in the study of communication science,

especially in providing academic or theoretical input related to the six elements of

Cultural Dimensions Theory, which are guidelines for Indonesian society in building

communication and interacting with the environment. Related to its practical significance,

this study is expected to be a consideration for business entrepreneurs in the food and

beverage industry who want to market their business in the Indonesian market to pay

more attention to the cultural variables of potential consumers in planning restaurant

marketing strategies in the Indonesian market. So, in the future, the innovations issued

can increase the potential of potential consumers to buy products and increase the number

of repeats in buying marketed products.

Atikah Amaliadanti, Niken Febrina Ernungtyas, Lukita Wijaya

Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 6, June 2024 2764

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