Phenomenological Research on Values Systems of Mataraman Javanese Consumer

Nugrohadi, Gratianus Edwi, Tulipa, Diyah and Ardhanari, Margaretha (2022) Phenomenological Research on Values Systems of Mataraman Javanese Consumer. Phenomenological Research on Values Systems of Mataraman Javanese Consumer, 27 (6). pp. 1-8. ISSN e-ISSN: 2279-0837 p-ISSN: 2279-0845

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Abstract

Background: Consumers in shopping is a social process. Each ethnic group will practice their culture and still maintain their unique beliefs and cultural values in their lives, including in consumption behavior. Controlling ethnic consumers is a challenge for market participants. Therefore, market participants must understand society's attitudes and views on consumer behavior and beliefs more carefully. Based on that, this research tried to describe the values system of Mataraman Javanese consumers. Materials and Methods: This research was conducted with a qualitative approach using a phenomenological model. The informants were chosen purposively with the main criteria: Javanese consumers affected by Mataram cultures. The data collection uses semi-structured interview and observation models. Then, the collected data is analyzed thematically with an inductive model (inductive thematic analysis) after being validated communicatively, argumentatively, and ecologically. Results: The results of this study stated that the values systems of Mataraman Javanese consumers were expressed in the following terms, namely “aja gawe gelaning liyan”, “nyedhulur “, “tuna sathak bathi sanak “, “welas asih “, “ngundhuh wohing pakarti “, “narima ing pandhum “, and “gemi setiti". All the values reflect the living purpose of Mataraman Javanese, namely harmonization, brotherhood, compassion, and advice. In harmony, for Mataraman Javanese Consumers, social harmony or harmony is a big chain for the occurrence of welfare living together. In brotherhood, shopping and consumption can be viewed as social practices to mark the individual acceptance of social identity. In compassion, for Mataraman Javanese Consumers, the willingness to be generous and share is necessary. Traditions and values have been considered an expression and manifestation of family identity. Share not only happiness but also fortune). All those values systems will lead the Mataraman Javanese consumer have long-term relationships. Conclusion: The retail format for shopping in Mataraman Javanese culture still holds cultural values passed down from one generation to another. Mataraman Javanese consumers still hold on to their group identity through self-identity to explain the comparison between consumers in the group and consumers outside the group on their values, social status, and tastes. The attitude of Javanese Mataraman consumers to shop is formed from family values, personality, and desires. Attitudes that value harmonization in social life and the desire to interact with other individuals in shopping activities are essential variables in their behavior as consumers

Item Type:	Article
Uncontrolled Keywords:	Mataraman Javanese consumer, Values systems, Phenomenological research.
Subjects:	Business > Management
Divisions:	Journal Publication
Depositing User:	F.X. Hadi
Date Deposited:	02 Nov 2023 03:21
Last Modified:	16 Jan 2024 01:56
URI:	http://repository.ukwms.ac.id/id/eprint/37213

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