Kejawen-Based Market Orientation (KBMO): A Systematic Literature Review of Indonesian MSMEs
DOI:
https://doi.org/10.22441/jurnal_mix.2026.v16i3.010Keywords:
Market Orientation, Entrepreneurial Orientation, Kejawen, Local Wisdom, Relational Marketing PerformanceAbstract
Objectives: Research on Entrepreneurial Orientation (EO) and Market Orientation (MO) as antecedents of marketing performance rarely questions whether MO is culturally universal or whether marketing performance is adequately captured by financial-transactional indicators. This study systematically reviews the literature to establish the extent of this gap and to propose a culturally embedded construct, Kejawen-Based Market Orientation (KBMO), for Indonesian micro, small and medium enterprises (MSMEs).
Methodology: A systematic literature review following the PRISMA 2020 statement was conducted in Scopus, supplemented by Google Scholar and citation searching for Indonesian-language anthropological sources. Of 96 records identified, 40 sources were included, extracted into a structured evidence table and appraised with source-appropriate tools (MMAT; JBI Checklist for Text and Opinion) before thematic synthesis.
Finding: None of the reviewed EO–MO studies contextually modify MO, despite examining culturally embedded MSMEs; marketing-performance instruments remain financial-transactional; Javanese cultural values are studied qualitatively without psychometric operationalisation; and no reviewed study positions Javanese relational philosophy as equivalent to guanxi.
Conclusion: The review proposes KBMO, grounded in five Javanese values mapped onto the MARKOR framework, as a cultural contingency factor expected to moderate the EO–Relational Marketing Performance relationship, with possible reinforcing, competing and non-linear effects. KBMO remains a conceptual proposition requiring empirical validation; it offers a basis for extending Market Orientation Theory from a universalist to a culture-contingent premise.
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