Published 2025-06-05
Keywords
- Glokalisasi,
- Pemasaran Global,
- Lokalisasi,
- Apple Inc.,
- Strategi Pemasaran Internasional
How to Cite
Abstract
Dalam era globalisasi, perusahaan multinasional menghadapi dilema strategis antara menerapkan pendekatan pemasaran yang terstandarisasi secara global atau menyesuaikannya secara lokal. Penelitian ini mengkaji dinamika antara globalisasi dan lokalisasi dalam strategi pemasaran internasional, serta memperkenalkan pendekatan glokalisasi sebagai solusi keseimbangan. Studi kasus Apple Inc. digunakan untuk menunjukkan bagaimana perusahaan dapat mempertahankan identitas merek global sambil tetap responsif terhadap kebutuhan pasar lokal. Melalui strategi glokalisasi, Apple berhasil melakukan penyesuaian dalam aspek teknologi, distribusi, dan komunikasi di berbagai negara seperti Tiongkok dan India. Temuan menunjukkan bahwa penyesuaian dalam promosi dan distribusi memiliki dampak signifikan terhadap preferensi konsumen, sementara identitas produk global tetap dipertahankan. Pendekatan glokalisasi terbukti efektif dalam meningkatkan penerimaan pasar, loyalitas konsumen, dan daya saing internasional.
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