Model Pemasaran Inklusif Berbasis Kearifan Lokal untuk Memperkuat Kedaulatan Pangan dan Meningkatkan Ekonomi Masyarakat Pulau Pahawang
DOI:
https://doi.org/10.22441/jdm.v8i2.34583Keywords:
inclusive marketing, local wisdom, food sovereignty, creative economy, Pahawang Island, Inclusive Business ModelAbstract
This study examines the development of an inclusive marketing model based on local wisdom to strengthen food sovereignty and enhance the economic resilience of communities in Pahawang Island, Lampung. The research uses mixed methods with explanatory survey design, combining qualitative and quantitative data. Primary data were collected through in-depth interviews, participatory observations, and structured surveys involving local residents, tourists, and small business actors. Quantitative analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) to identify relationships among variables influencing the success of inclusive marketing strategies. The results reveal that limited market access, capital, and managerial capacity are key challenges for local enterprises. Integration of local cultural values into marketing strategies significantly improves product competitiveness and strengthens food sovereignty. The findings of this study suggest that a context-specific inclusive marketing model can effectively empower coastal communities, promote sustainable tourism, and support community-based economic development. This model offers practical insights for policymakers, tourism managers, and small businesses in designing marketing strategies that are both inclusive and locally grounded.
Downloads
References
Chaffey, D. (2020). Digital marketing: Strategy, implementation and practice. London: Pearson Education.
Chin, W. (2000). Partial Least Squares for IS Researchers: An Overview and Presentation of Recent Advances Using the PLS Approach. In Proceedings of the 21st International Conference on Information Systems (ICIS), 741–742.
Daud, R. F., & Novrimansyah, E. A. (2022). Strategi Komunikasi Pembangunan Berkelanjutan Berbasis Kearifan Lokal pada Daerah Wisata di Provinsi Lampung. Politik Indonesia dan Global, 3(2). https://doi.org/10.24853/independen.x.x.xx-xx
Geertz, C. (2015). The interpretation of cultures. New York: Basic Books.
Kaunang, A. N. C. T., & Utama, I. G. B. R. (2022). Daya Tarik Pantai Balangan Jimbaran Bali Menurut Wisatawan. Journal of Innovation Research and Knowledge, 1(12)(June).
Kotler, P., & Armstrong, G. (2019). Principles of marketing (17th ed.). Boston: Pearson.
Kurniasih, N., Mulyani, S. I., & Hendris (2021). Local resources‑based community empowerment model to achieve food security in the Indonesian border community of North Sebatik. Yogyakarta: Universitas Borneo Tarakan. https://doi.org/10.22146/kawistara.73042
Kurniawan, A. E., Purwanto, H., & Asmike, M. (2022). Pengaruh Daya Tarik, Fasilitas Dan Kualitas Pelayanan Terhadap Minat Berkunjung Kembali Wisatawan Pada Mojosemi Forest Park Park Kabupaten Magetan. In SIMBA: Seminar Inovasi Manajemen, Bisnis, dan Akuntansi (Vol. 4).
Lutur, N. (2020). Promotion And Quality Of Service With Interest To Visit Tourist Objects: Sistematic Search. Eureka: Social and Humanities.
Mulyana, E., Junaidi, Y., & Soraya, M. (2021). Relevance of local wisdom towards efforts to achieve sustainable food sovereignty in Bangsal Village, Pampangan District, Ogan Komering Ilir Regency. Palembang: Jurnal Lahan Suboptimal. https://doi.org/10.36706/jlso.10.2.2021.512
Porter, M. E. (2017). Competitive advantage: Creating and sustaining superior performance. New York: The Free Press.
Prahalad, C. K., & Hart, S. (2014). The fortune at the bottom of the pyramid: Eradicating poverty through profits. New Jersey: Wharton School Publishing.
Pratiwi, Y. M., Soetjipto, B. E., & Hermawan, A. (2018). The Effect of Attraction and Facilities on the Revisit Intention by Tourists Satisfaction As An Intervening Variable (A Study in Banyuwangi Ijen Crater). International Journal of Social Science and Economic Research, 3(6), 2313-2326.
Prikurnia, A. K., & Aziza, S. N. (2024). Model bisnis inklusif untuk keberlanjutan ekonomi. Jakarta: Penerbit Nasional.
Rahman, A., et al. (2020). The role of local wisdom in marketing strategies. Journal of Business Research, 95, 32–48. https://doi.org/10.1016/j.jbusres.2018.10.053
Shaw, M. J., et al. (2021). Knowledge management and data mining for marketing. Decision Support Systems, 157, 1–15. https://doi.org/10.1016/j.dss.2021.113737
Smith, J., et al. (2018). Community-based marketing strategies for rural farmers. Agricultural Economics Journal, 27(3), 145–162.
Sugeng, S., & Fitria, A. (2023). Food sovereignty for Indonesia: the epistemological dimension of knowledge and variety of local food. Jakarta: Jurnal Analisis Hukum. https://doi.org/10.38043/jah.v6i1.4179
Sugiyono. (2016). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.
Sugiyono, P. D. (2017). Metode penelitian bisnis: pendekatan kuantitatif, kualitatif, kombinasi, dan R&D. Penerbit CV. Bandung: Alfabeta.
Susanto, B., & Astutik, P. (2020). Pengaruh Promosi Media Sosial Dan Daya Tarik Wisata Terhadap Minat Berkunjung Kembali Di Obyek Wisata Edukasi Manyung. RISK: Jurnal Riset Bisnis dan Ekonomi, 1(1), 36-46.
Yustina, Y., Zulfarina, Z., & Taufik, H. (2022). Educating the life skills of local wisdom in community food independence in the management of organic vegetable seedlings based on the PROKLIM partnership in Sidomulyo Timur Village, Pekanbaru City, Riau Province. Pekanbaru: Journal of Community Engagement Research for Sustainability, 2(5), 253–262. https://doi.org/10.31258/cers.2.5.253-262
Yusriadi, Y. (2025). Sustaining food security through social capital in agroforestry: a qualitative study from North Luwu, Indonesia. Makassar: Frontiers in Sustainable Food Systems. https://doi.org/10.3389/fsufs.2025.1580017
Zuhdi, Z., Suharjo, B., & Sumarno, H. (2016). Perbandingan Pendugaan Parameter Koefisien Struktural Model Melalui SEM dan PLS-SEM. Jurnal Matematika dan Terapannya, 15(2), 11–22.
Downloads
Published
How to Cite
Issue
Section
License
The copyright of this article was transferred to Universitas Mercu Buana if and when the article was accepted for publication. The undersigned below transfers all and all rights in and to paper including without limitation all copyright to UMB. The undersigned states and guarantees that the paper is genuine and that he is the author of the paper, except material that is clearly identified as the original source, with the notification of the permission of the copyright owner if necessary and has the power and authority to make and carry out this assignment. We state that this paper has not been published in the same form elsewhere.
Furthermore, I / We hereby transfer unlimited publicity rights to the above mentioned papers as a whole to Universitas Mercu Buana. Copyright transfers include the right to reproduce and distribute articles, including reprints, translations, photo reproductions, microforms, electronic forms offline and online or other reproductions that have similar properties. The appropriate author signs and accepts the responsibility for releasing this material on behalf of each and all co-authors. This agreement must be signed by at least one of the authors who has obtained approval from the co-author (s) where applicable.
After the submission of this agreement is signed by the appropriate author, changes in authorship or in the order of the registered author will not be accepted. Retained Rights or Provisions and Conditions Although the author is permitted to reuse all or part of the Work in another work, this does not include giving a third party request for reprinting, republishing, or any other type of reuse.
