CULTURAL VALUES AND MARKETING PRACTICES IN INDONESIA

https://doi.org/10.22146/jieb.39507

Slamet S. Sarwono(1*)

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

Abstract


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.


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DOI: https://doi.org/10.22146/jieb.39507

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