Faktor Budaya dalam Pemasaran Produk UMKM di Kecamatan Sukahening
DOI:
https://doi.org/10.71154/eb1dnx97Abstrak
Studi ini menyelidiki peran faktor budaya dalam membentuk efektivitas pemasaran usaha mikro, kecil, dan menengah (UMKM) di Kabupaten Sukahening, Indonesia. Dengan menggunakan metodologi kualitatif yang didasarkan pada Teori Dimensi Budaya Hofstede, penelitian ini mengumpulkan data melalui wawancara mendalam, observasi, dan analisis tematik. Temuan penelitian mengungkapkan bahwa kolektivisme, preferensi bahasa lokal, dan semiotika tradisional sangat memengaruhi kepercayaan konsumen, ingatan merek, dan keputusan pembelian. UMKM yang secara aktif menggabungkan bahasa lokal, simbol budaya, dan melibatkan tetua masyarakat mengalami penetrasi pasar dan loyalitas yang lebih kuat dibandingkan dengan mereka yang mengadopsi strategi generik. Sebaliknya, mengabaikan integrasi budaya menyebabkan melemahnya koneksi konsumen dan terbatasnya penyebaran dari mulut ke mulut. Studi ini menggarisbawahi perlunya pemasaran yang tertanam secara budaya sebagai aset strategis daripada pertimbangan sampingan. Lebih lanjut, hal ini menunjukkan bahwa pembuat kebijakan dan lembaga lokal dapat meningkatkan daya saing UMKM dengan mempromosikan literasi pemasaran budaya dan skema dukungan. Penelitian ini memperkaya perspektif teoritis tentang hubungan budaya-konsumen dan menawarkan jalur praktis bagi UMKM untuk memanfaatkan keaslian budaya demi pertumbuhan berkelanjutan di wilayah yang kohesif secara budaya.
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