The Role of Local Culture in the Formation of Marketing Communication Networks for Microenterprise Sustainability in Coastal Areas

Abstract

The purpose of this research is to examine the importance of marketing communication network in the growth of micro enterprises as well as appreciate the role of social and technological integration in the development of culture-oriented marketing networks. Case study method was employed with descriptive qualitative research design. The data was collected through in-depth interviews, participatory observation, and analysis of documents related to marketing strategies. A purposive sampling technique was adopted in sampling micro-entrepreneurs engaged in trade and tourism within the coastal region of Pangandaran Beach. Data analysis was performed using the grounded theory approach of open coding, axial coding and selective coding to discern the major themes of the study. The study depicts that the local values such as togetherness, gotong royong and trust networks are values based marketing communication that bridge the micro enterprises and the local communities, families, and business partners. Social media proved otherwise at extending the marketing network through, technological adaptation, brand recall. In addition, engagement with government institutions and other similar sector such as distributor, tourism actor also contribute of significance to the stability of the microenterprise. In summary, the inclusion of local cultural elements into marketing communicational networks creates a synergy which enhances not only the marketing strategies but also the viability of the micro enterprises operated in the coastal region. This study helps policy makers as well as businesses in devising culture centred marketing strategy to enhance the growth of the local economy.