Slamet S. Sarwono(1*)

(1) The University of Atma Jaya Yogyakarta
(*) Corresponding Author


Kebudayaan merupakan salah satu pokok bahasan yang menarik dalam
bidang pemasaran. Telah banyak dinyatakan bahwa kebudayaan mempunyai
pengaruh yang kuat pada perilaku seseorang. Kebudayaan juga mempengaruhi
produk yang dikonsumsi seseorang. Artikel ini membahas unsur kebudayaan di
Indonesia yang berhubungan dengan konsumsi konsumen. Secara umum artikel ini
membahas unsur kebudayaan Indonesia, seperti misalnya, gotong royong, harmoni
dan toleransi, serta relegiusitas. Selanjutnya, artikel ini juga membahas relevansi
potensial dari unsur-unsur kebudayaan itu pada perilaku konsumen dan pemasaran.

Full Text:



Cateora, P. R. 1990, International marketing, 7th edn, Richard D. Irwin Inc, Home- wood.

Engel, J. F., Blackwell, R. D, and Miniard, P. W. 1986, Consumer behavior, 5th edn, The Dryden Press, New York.

Geertz, C. 1973a, The religion of Java, The Free Press of Glencoe, London.

Geertz, C. 1973b, The interpretation of culture, Basic Books, Inc. New York.

Griffin, J. B. 1956, The study of early culture in Man Culture and Society, ed. by Harry L. Shapiro. Oxford University Press, New York.

Hawkins, D. I., Best, R. J., and Coney, K. A. 1992, Consumer behavior: Implication for marketing strategy, 3rd edn,

Irwin, Homewood. Henry, W. A. 1976, 'Cultural values do correlated with consumer behavior', Journal of Marketing Research, Vol 13, May, pp. 23-34.

Hofstede, G. 1980, Culture's consequences: International differences in work-related values, Beverley Hills, Sage Publications.

Luqmani, M., Quraeshi, Z. A., and Delene, L. 1980, 'Marketing in Islamic cduntries: A viewpoint', MSU Business Topics, Summer, pp. 17-25.

McCracken, G. 1986, 'Culture and consumption: A theoretical account of the structure and movement of the cultural meaning of consumer goods', Journal of Consumer Research, vol 13, June, pp. 71-81.

Niffenegger, P. B. 1980, 'Study Britain's conserver lifestyle for energy-efficient product ideas, Marketing News, August, p. 4.

Nicosia, F. M., and Mayer, R. N. 1976, 'Toward a Sociology of Consumption', Journal of Consumer Research, vol. 3, September, pp. 65-74.

Reynolds, T. J., and Jolly, J. P. 1980, 'Measuring personal values: An evaluation of alternative methods', Journal of Marketing Research, vol. 37, November, pp. 531-536.

Rokeach, M. 1973, The Nature of Human keting and consumer behavior', Journal Value, The Free Press, New York. of Marketing, April, pp. 44-50.

Shiftman, L. G., and Kanuk, L. L. 1994, Con-Wright, L. 1990, Cross-cultural project negosumer behavior, 3rd edn, Prentice Hall Inc tiations in the consulting engineering Englewood Cliffs.

Vinson, D. E., Scott, J. S., and Lamont, L. M. 1977, The role of personal value in marketing and consumer behavior’, Journal of Marketting, April, pp. 44-50.

Wright, L. 1990, Cross-culture project negotitation in the consulting engineering industry : A study of Canandian-Indonesia negotiation, Unpublished phD Thesis, University of Western Ontario


Article Metrics

Abstract views : 3257 | views : 2667


  • There are currently no refbacks.

Copyright (c) 2018 Journal of Indonesian Economy and Business

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Journal of Indonesian Economy and Business


Editorial Team
Focus and Scope
Peer Review Process
Publication Ethics
Screening for Plagiarism


Author Guidelines
Submission Guidelines
Online Submissions
Copyright Notice
Privacy Statement
Author Fees


Author Pack
Submission Form & Manuscript Template



Reviewer Guidelines
Reviewer Acknowledgement



General Search
Author index
Title index



The Journal of Indonesian Economy and Business (print ISSN 2085-8272; online ISSN 2338-5847) is published by the Faculty of Economics and Business Universitas Gadjah Mada, Indonesia. The content of this website is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License

© 2019 Journal of Indonesian Economy and Business 
 Visitor Statistics