Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Jurnal Bisnis dan Kewirausahaan
Romdoni, Muhammad Luthfi Romdoni
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Faktor Budaya dalam Pemasaran Produk UMKM di Kecamatan Sukahening Arhasy, Aneu Nurkhalifah Arhasy; Romdoni, Muhammad Luthfi Romdoni
Jurnal Bisnis dan Kewirausahaan Vol 2 No 2 (2025): Juli
Publisher : ICON Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71154/eb1dnx97

Abstract

This study investigates the role of cultural factors in shaping the marketing effectiveness of micro, small, and medium enterprises (MSMEs) in Sukahening District, Indonesia. Employing a qualitative methodology grounded in Hofstede’s Cultural Dimensions Theory, the research collected data through in-depth interviews, observations, and thematic analysis. Findings reveal that collectivism, local linguistic preferences, and traditional semiotics profoundly influence consumer trust, brand recall, and purchasing decisions. MSMEs that actively incorporated local languages, cultural symbols, and engaged community elders experienced stronger market penetration and loyalty compared to those adopting generic strategies. Conversely, neglecting cultural integration led to weakened consumer connections and limited word-of-mouth diffusion. The study underscores the necessity of culturally embedded marketing as a strategic asset rather than a peripheral consideration. It further suggests that policymakers and local institutions could enhance MSME competitiveness by promoting cultural marketing literacy and support schemes. This research enriches both theoretical perspectives on culture-consumer relationships and offers practical pathways for MSMEs to leverage cultural authenticity for sustainable growth in culturally cohesive regions.
Co-Authors Arhasy, Aneu Nurkhalifah Arhasy