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All Journal JURNAL PASTI (PENELITIAN DAN APLIKASI SISTEM DAN TEKNIK INDUSTRI) IMAGE Jurnal Pengabdian Dharma Laksana Community Development Journal: Jurnal Pengabdian Masyarakat Jurnal Abdimas Sangkabira JURNAL ILMIAH GLOBAL EDUCATION Jurnal Ilmiah Multidisiplin (JUKIM) JOMPA ABDI: Jurnal Pengabdian Masyarakat Jurnal Pelita Manajemen Jurnal Lentera Pengabdian Score: Jurnal Lentera Manajemen Pemasaran Teumulong: Journal of Community Service Jurnal Pengabdian Masyarakat dan Penelitian Terapan
Wuryandari, Nur Endah Retno
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Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Mathematics Nursing Public Health Social Sciences Transportation Other

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Journal : JURNAL ILMIAH GLOBAL EDUCATION

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Papakem Baduy: Sustainable Marketing Architecture and Socio-Ecological Resilience in the Midst of the Current of Modernity Wuryandari, Nur Endah Retno; Purwanto, Setiyo; Damayanti, Ida Royani
Jurnal Ilmiah Global Education Vol. 6 No. 3 (2025): JURNAL ILMIAH GLOBAL EDUCATION
Publisher : LPPM Institut Pendidikan Nusantara Global

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55681/jige.v6i3.4180

Abstract

The Baduy indigenous people in Banten show a unique paradox: despite isolating themselves from modernity, they have strong socio-ecological resilience and economic adaptation. This ethnographic research aims to uncover their resilience architecture and sustainable marketing model rooted in the Papakem or Pikukuh philosophy of life. Data were collected through participatory observations, interviews with traditional stakeholders, artisans, and the younger generation of Baduy Luar, as well as literature studies, and then analyzed thematically. As a result, Baduy resilience is a conscious system supported by: (1) leuit as a food security institution, and (2) huma as an ecological risk mitigation strategy. The study also found that the marketing transformation of tourism interactions towards the adoption of digital technology by the Baduy Luar reflects symbolic capitalism. Papakem acts as an operating system that maintains conservation ethics while allowing economic involvement without abandoning cultural identity.
Co-Authors Adhiyoga, Yohanes Galih Adiwibowo, Bugi Satrio Alfiqomah, Fidya Ayu Anjarwati, Sri Damayanti, Ida Royani Didin Hikmah Perkasa Fathihani, Fathihani Febrian, Wenny Desty Firdaus Firdaus Hasana, Rizka Amalia Nur Islamiah Kamil Kinasih, Mayang Putri Komarudin Komarudin Madini, Fauzan Taufiq Magita, Magita Muchidayat, Wulan Nuri, Wahyu Fajar Pratama, Tonny Adetya Purnama, Yanthy Herawaty Putra, Eugene Feilian Ruhiman, Maman Sahri Sahri Setiyo Purwanto Solihin, Agung Sugeng, Margono Syaeful Ilman Tasir Tasir, Tasir Valeria, Theresia Agnes Yolifiandri, Yolifiandri Yusuf, Farhan Maulana