ADAPTASI PERBEDAAN BUDAYA PADA RANCANGAN EKSPOR DENGAN STRATEGI PELOKALAN KE MALAYSIA (STUDI KASUS: UMKM FESYEN MUSLIM GIAS WARDROBE)
Article Sidebar
Ekspor,
Adaptasi Perbedaan Budaya,
UMKM,
Fesyen Muslim,
localization strategy,
Export,
Cultural Difference,
Adaptation,
MSME,
Muslim Fashion
Main Article Content
Abstract
Abstrak
Penelitian ini ditulis dengan maksud/tujuan untuk mengidentifikasikan dan memberikan rekomendasi kepada UMKM fesyen muslim Gias Wardrobe yang merupakan objek penelitian dalam melakukan perluasan pasar dengan perdagangan internasional atau ekspor memanfaatkan strategi pelokalan yang berfokus pada adaptasi perbedaan budaya agar kegiatan ekspor dapat diterima dengan baik oleh pasar tujuan, yaitu Malaysia. Penelitian ini menggunakan pendekatan kualitatif yang pengumpulan datanya melalui wawancara, kuesioner, dan studi literatur.Wawancara dilakukan dengan tim UMKM fesyen muslim Gias Wardrobe, Atase Perdagangan Kuala Lumpur Malaysia, serta tenaga ahli FTA Support Center Bandung. Pengolahan data dalam perumusan rekomendasi strategi menggunakan analisis SWOT, IFAS, dan EFAS. Pembahasan dalam penelitian ini menunjukkan kondisi UMKM fesyen muslim Gias Wardrobe yang masih memiliki keterbatasan dalam pengetahuan maupun kemampuan perdagangan internasional serta dalam segi budaya, mencakup perbedaan nilai, tren, gaya hidup, komunikasi hingga perilaku konsumen. Hasil dari penelitian ini memberikan rekomendasi strategi ekspor yang dapat diimplementasikan beserta dengan tahapannya mengikuti kondisi dari UMKM fesyen muslim Gias Wardrobe.
Kata Kunci: Strategi Pelokalan, Ekspor, Adaptasi Perbedaan Budaya, UMKM, Fesyen Muslim
Abstrak
This study aims to identify and offer recommendations for Gias Wardrobe, a Muslim fashion MSME, to expand its market through international trade or export. It focuses on utilizing a localization strategy that adapts to cultural differences, ensuring the export activities are well-received by the target market in Malaysia. The research adopts a qualitative approach, collecting data through interviews, surveys, and literature reviews. Interviews were conducted with the Gias Wardrobe team, the Trade Attaché in Kuala Lumpur, Malaysia, and experts from the FTA Support Center in Bandung. The strategic recommendations were developed using SWOT analysis, IFAS, and EFAS methods. The findings indicate that Gias Wardrobe still faces challenges in international trade knowledge and cultural aspects, such as differences in values, trends, lifestyles, communication, and consumer behavior. Based on these insights, the study provides actionable export strategy recommendations and a step-by-step implementation plan suited to the needs and situation of Gias Wardrobe.
Keywords: Localization Strategy, Export, Cultural Difference Adaptation, MSME, Muslim Fashion
Downloads
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
Adamsah, B., & Subakti, G. E. (2022). Perkembangan Industri Halal Terhadap Pertumbuhan Ekonomi Manusia. Indonesia Journal of Halal, 5(1), 71-75.
Ahmad, H., & Tajuddin, R. M. (2022). A Content Analysis of Malay Clothing in Malaysia. Environment-Behaviour Proceedings Journal, 7(SI7), 529-541.
Alden, D.; Jan-Benedict, E.M.; Steenkamp, J.B.E.; Batra, R. Brand Positioning Through Advertising in Asia, North America, and Europe: The Role of Global Consumer Culture. J. Mark. 1999, 63, 75–87.
Aziz, N. N. N., Ismail, Z., Hashim, N., Ibrahim, I., & Jamil, N. A. (2019). The Halal Location Factors and The Importance In Localization. Advances in Transportation and Logistics Research, 2, 516-524.
Basit, A., Yee, A. L. W., Sethumadhavan, S., & Rajamanoharan, I. D. (2021). The influence of Social Media Marketingon Consumer Buying Decision through Brand Image in the Fashion Apparel Brands. International Journal of Contemporary Architecture, 8(2), 564-576.
Hanafi, M., & Pravitasari, A. E. (2022). Performa Rantai Pasok dan Strategi Pengembangan Manggis Tujuan Ekspor di Kabupaten Bogor.Jurnal Agro Ekonomi, 40(2), 87-110.
Haron, A.J. Standardized Versus Localized Strategy: The Role of Cultural Patterns in Society on Consumption and Market Research. J.Account. Mark. 2016, 5, 1–4.
Hofstede, G. (1994). The business of international business is culture. International business review, 3(1), 1-14.
Hofstede, G. (2001). Culture's consequences: Comparing values, behaviors, institutions and organizations across nations. Thousand Oaks.
Ibrahim Shehzad, E. L. M., Chang, C., & Sheng, S. L. Factors that Influence Consumers’ Intention Towards Fashion Apparel in Malaysia.
Javaid, M. (2024). Cultural Sensitivity, Halal Certification, and Product Localization: Enhancing Consumer Trust and Purchase Intention for US Food Brands in the Gulf Region. Asian American Research Letters Journal, 1(9), 67-75.
Lee, J., Kim, J., Kim, J., & Choi, S. (2021). Why localization is necessary as a business strategy in emerging markets: The case comparison of Hyundai and Volkswagen. (3), 190.
Li, D., Kreuzbauer, R., Chiu, C. Y., & Keh, H. T. (2020). Culturally polite communication: enhancing the effectiveness of the localization strategy. Journal of Cross-Cultural Psychology, 51(1), 49-69.Journal of Open Innovation: Technology, Market, and Complexity, 7
Lim, M. X. (2024). Impact of social media on body image ideals and fashion trends among Malaysian youth (Doctoral dissertation, UTAR).
Lugo, L., Cooperman, A., O’Connell, E., & Stencel, S. (2011). The future of the global Muslim population. Pew Research Center, USA, 1-209.
Maziyyah, N., Uula, M. M., & Rusydiana, A. S. (2023). Halal fashion in Indonesia as a business industry. Business and Sustainability, 2(1).
Mozammel, S., & Haan, P. (2016). The Influence of Religion on the Marketing Concept: A Case of Halal Culture.
Norris, A. (2022). Digital fashion and localization strategies.
Prayuda, D., Arby, S., Adli, I., & Al-Ayubi, S. (2023). Halal Industry:Opportunities and Challenge in The Global Market. Al-Infaq: Jurnal Ekonomi Islam, 14(2), 267- 284.
Raslie, H. (2021). Gen Y and gen Z communication style. Studies of Applied Economics, 39(1).
Rehman, F. U., & Al-Ghazali, B. M. (2022). Evaluating the influence of social advertising, individual factors, and brand image on the buying behavior toward fashion clothing brands. Sage Open, 12(1), 21582440221088858.
Tentori, M., Torregrosa, M., & SanMiguel, P. (2023). Localization strategies in fashion influencer marketing: an exploratory study. Revista panamericana de comunicación, 5(1), 51-68.
Wafa, S. A., Igau, O. A., & Idrus, R. (2017). THE CULTURAL VALUES OF MALAYSIAN CONSUMERS. Journal of the Asian Academy of Applied Business (JAAAB), 4, 1-1.
Xu, J. (2017). Localized social media marketing of luxury fashion brands in China: impact on consumer perceptions (Bachelor's thesis).
Yang, T. (2015). Localization of New Balance brand marketing strategy for Chinese markets.
Zahra, Sufiani. "Definisi, Kriteria dan Konsep UMKM." (2022). Carreira, O., & Galarza, N. M. (2022). Internationalization & Localization Strategies: A Case Study on Vogue. İstanbul Üniversitesi Çeviribilim Dergisi, (17), 117-134