BUDAYA DAN PEMASARAN Tinjauan Pengaruh Budaya terhadap Perilaku Konsumen

Kussudyarsana Kussudyarsana(1*)

(1) Fakultas Ekonomi Universitas Muhammadiyah Surakarta
(*) Corresponding Author

Abstract

This paper tried to describe the role of culture in management marketing, especially
in the consumer behavior field. Some aspects of culture be investigated and analyzed by
combined of theorytical background in the real context. This paper also explored the level of
culture, the existence of culture value, and discussing their impact to consumer behavior.
Finally, in the end of the paper, author explained the existence of ritual and their implication
to marketing strategies.

Keywords

role of culture, culture value, ritual, level of culture

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DOI: 10.23917/benefit.v12i2.1284

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