Cultural-Based Marketing Strategies: The Impact of Traditional Values on Consumer Behavior in Indonesia's Creative Industry

  • Authors

    • Moch Sabur Universitas Trisakti, Indonesia
    • Annisa Arifka Sari STIE Perbankan Indonesia, Indonesia
    • Hernawati W Retno Wiratih Universitas Presiden, Indonesia
    • Eman Sulaeman Nasim Institut Ilmu Sosial dan Manajemen STIAMI, Indonesia
    https://doi.org/10.14419/gq1qdr26

    Received date: June 11, 2025

    Accepted date: August 4, 2025

    Published date: August 26, 2025

  • cultural marketing, traditional values, creative industry, Indonesia, brand authenticity, local identity, SME strategy, consumer behavior

  • Abstract

    This study investigates how traditional cultural values are embedded in marketing strategies within Indonesia's creative industry. The primary objective is to explore the extent to which elements such as local identity, religiosity, collectivism, hierarchical respect, and cultural heritage influence brand positioning, consumer engagement, and market differentiation. Using a qualitative research approach, data were collected through in-depth interviews with 25 creative industry practitioners across diverse regions in Indonesia. The findings reveal that cultural values are not supplementary, but central to marketing narratives and strategic branding. Local identity and tradition emerged as the most frequently applied elements, followed by religious symbolism and collectivist practices such as gotong royong. These cultural dimensions are actively utilized to foster emotional connection, build brand authenticity, and promote consumer trust. The study contributes to the growing discourse on culturally embedded marketing, confirming the relevance of cultural dimensions theory and experiential branding in the context of emerging economies. It offers practical implications for SME branding, cultural preservation, and policy formulation aimed at strengthening Indonesia’s creative economy.

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  • How to Cite

    Sabur, M., Sari, A. A., Wiratih, H. W. R., & Nasim, E. S. (2025). Cultural-Based Marketing Strategies: The Impact of Traditional Values on Consumer Behavior in Indonesia’s Creative Industry. International Journal of Accounting and Economics Studies, 12(4), 686-691. https://doi.org/10.14419/gq1qdr26