Indonesia is one of the countries that has a very diverse culture, united not because of similarities in ethnicity, religion, race, let alone class, but cultural influence is very large in various fields of life, including the economy, especially in terms of marketing.
The author has empirical evidence about how powerful cultural influences are in influencing consumer intentions and their attitudes, to choose financial institutions for example. The empirical evidence is the author's thesis in order to complete the study of Masters in Islamic Economics at a university in Jakarta.
The magnitude of cultural influence when applied to the marketing of a product or company organization is of course very relevant, once again because the context is Indonesia, but it is also possible, wherever culture is applied it will be very influential.
However, not all cultures can be accepted by Indonesian consumers, one culture may not necessarily be accepted by another culture, due to differences in perceptions of viewing that culture.
Heroic Culture
One of the cultural dimensions that can be accepted by the Indonesian people is the cultural dimension of heroism. A figure who is known by the public will greatly influence the intentions and attitudes of a consumer in choosing something, they will put aside the knowledge they receive, even religious commitments that do not come from a figure, will find it difficult to influence the intentions and attitudes of a consumer, they will be more aware if it comes from a character.
If you look at the west, various figures are then presented with various dramas and struggles, so that the product or brand will always stick in the minds of every consumer. In the political field it is also very clear that personality is an important point in the success of a party's electability. Without a character, it is difficult for a marketing strategy to run continuously.
Closing
Therefore Micro and Small Enterprises need to show who the characters are, so that every product and service offered will be more acceptable to consumers, even if the character is gone.
Wallahu a'lam bishawab