Ethnometodological on Traditional Javanese Retails: Hofstede’s Culture Dimensions for Marketing

Abstract

This study aims to find the meaning of traditional retailers' marketing patterns in determining attitudes between traditional retailers and their customers based on subjective norms. This research employed qualitative research with an ethnomethodological approach. Observations were made during transactions in each traditional shop, followed by open interviews to reveal subjective norms in marketing patterns in rural areas from Blabak Village, Kandat District, Kediri Regency and Blabak Village, Pesantren District, Kediri City. The results showed that Hofstede's four cultural dimensions, namely Power Distance, Collectivism, Femininity, Uncertainty Avoidance, developed positively. Retailers position themselves as partners, develop brotherhood, that enable them to empathize with customers by using a basic attitude of mutual trust for the smooth fulfillment of individual needs. The Kediri people's cultural values of "nyaur nggowo, podho mlakune" and mutual trust have created stronger customer loyalty. Traditional retailers also practice the service quality dimensions of reliability, assurance, tangibles, empathy and responsiveness.