Puteri Indonesia: Representing the Culture and Spirit of Mustika Ratu in Global Marketing Strategy

Authors

  • Muhammad Rafli Daidan Universitas Islam Malang
  • Ivan Maulana Universitas Islam Malang
  • M Rizky Derris Shahzidan Universitas Islam Malang

DOI:

https://doi.org/10.33474/percipience.v3i1.24841

Keywords:

Culture, Marketing Communications, Global Consumers, Brand strategy

Abstract

In the global digital era, marketing strategies based on local wisdom are increasingly important, especially for companies from developing countries. This study examines the collaboration between the Puteri Indonesia pageant and PT Mustika Ratu Tbk as an example of utilizing cultural representation to strengthen brand awareness and global market expansion. Using a qualitative case study and documentation analysis from secondary sources, the research finds that Puteri Indonesia effectively enhances brand credibility while functioning as an authentic cultural communicator. The study underscores the importance of aligning brand image with cultural values and maximizing social media to shape global consumer perceptions. These insights offer practical guidance for companies developing culture-based branding strategies and contribute to global marketing literature from a developing country context.

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Published

2023-09-21

How to Cite

Daidan, M. R., Maulana, I., & Shahzidan, M. R. D. (2023). Puteri Indonesia: Representing the Culture and Spirit of Mustika Ratu in Global Marketing Strategy . PERCIPIENCE International Journal of Social, Administration, & Entrepreneurship, 3(1), 25–38. https://doi.org/10.33474/percipience.v3i1.24841

Issue

Vol. 3 No. 1 (2023): PERCIPIENCE

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Articles

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Copyright (c) 2023 Muhammad Rafli Daidan, Ivan Maulana, M Rizky Derris Shahzidan

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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.