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Journal : JURNAL ILMIAH GLOBAL EDUCATION

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 Abdullah, Muhammad Al Faruq Adhiyoga, Yohanes Galih Adiwibowo, Bugi Satrio Agtovia Frimayasa, Agtovia Amini Yahman, Soleh Apriani, Ari Arbaina, Ceci Arief, Harefan Aryati Nuryana Aryati Nuryana, Aryati Cecep Saepudin Childsea Tamara Hirdhania Damayanti, Ida Royani Dhyan Parasakti, Ryani Diah Puspita Hati Didin Hikmah Perkasa Dyah Intan Puspitasari Endah Retno Wuryandari, Nur Enita Dewi ERNA SURYANI Erwinda Erwinda Fathihani Fathihani, Fathihani Febrian, Wenny Desty Ferdius Mooy, Welem Firdaus Firdaus Gani, Rachmat Abdul Hanafi, Mukhlis Hasana, Rizka Amalia Nur Hikmat, Muhammad Hirdhania, Childsea Tamara Islamiah Kamil Khasan, Muhammad Komarudin Komarudin Lestari, Dhoya Safira Tresna Lingga Yuliana Lisdiana Listyani Hidayati Mahadir Ahmad Mahadir Ahmad Meiliyah Ariani, Meiliyah Mochamad Soelton Muchidayat, Wulan Muhamad Haikal Muhamad Machbub Aozai MUHAMMAD ALI Muslim, Rufaidah Qonita Mutalazimah Mutalazimah Nabilah Nisa Nur Rachma Anganti Nisa Rachmah Nur Anganthi Nisa Rachmah Nur Anganthi Nisa Rachmah Nur Anganti Nur Endah Retno Wuryandari Nur Endah Retno Wuryandari, Nur Endah Nuri, Wahyu Fajar Nuriska, Aglia Pratama, Tonny Adetya Pratamaningsih, Mira Media Purnama, Yanthy Herawaty Rachma Anganti, Nisa Nur Rachmah Nur Anganti, Nisa Rizka Amalia Nur Hasana Ruhiman, Maman Ryani Dhyan Parashakti Sari, Ovi Hamidah Siti Zulaekah Siti Zulaekah Siti Zulaekah Soleh Amini Yahman Soleh Aminy Yahman Solihin, Agung Sugeng, Margono Sulastri, S Syaeful Ilman Syarifah Farida Tarmiji, Achmad Vina Rahmayanti Vitriani, Nur Wachidah Yuniartika Wenny Desty Febrian Wuryandari, Nur Endah Retno Yahman, Soleh Aminy Yanthy Herawaty Yanthy Herawaty Purnama Yuli Kusumawati Zaini Said Zaini Said