<![CDATA[This study aims to analyze the role of local wisdom in improving the marketing of local products at the Warmon Aimas Traditional Market, Sorong Regency. The research employs a qualitative method with a descriptive approach, using observation, interviews, and documentation as data collection techniques. The findings indicate that local wisdom is still applied in trading activities, such as bargaining practices, honesty, friendliness, and strong social relationships between traders and consumers. These values contribute to building trust, increasing customer loyalty, and supporting the effectiveness of local product marketing. However, the marketing of local products still faces challenges, particularly due to competition from products originating from outside the region, which are more diverse and better able to meet market demands. Therefore, optimizing local wisdom as a culture-based marketing strategy is essential to enhance competitiveness, product value, and the sustainability of local products. This study is expected to contribute to the development of marketing strategies based on local wisdom in order to promote local economic growth.]]>
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