STANDAR GLOBALISASI VS. LOKALISASI : MENEMUKAN KESEIMBANGAN DALAM PEMASARAN INTERNASIONAL
Article Sidebar
Main Article Content
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.
Downloads
Article Details
Section
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
How to Cite
References
Acton, M., & Reed, J. (2025, February 18). Apple’s quiet pivot to India. Financial Times. https://www.ft.com/content/d46e0faa-33f2-41a5-9c09-3957b0deac6f
Alamuri, S., & Aluvala, R. (2024). Glocalization: an analysis into it’s conceptual and strategic underpinnings. Brazilian Journal of Development, 10(5), e69567. https://doi.org/10.34117/bjdv10n5-031
Analysis of Apple’s Marketing Strategy Based on 4P Theory. (2023, September). Research Gate. https://www.researchgate.net/publication/373897155_Analysis_of_Apple's_Marketing_Strategy_Based_on_4P_Theory
Analysis of Apple’s Marketing Strategy: Strengths, Challenges, and Future Directions. (2024, December). Research Gate. https://www.researchgate.net/publication/386738541_Analysis_of_Apple's_Marketing_Strategy_Strengths_Challenges_and_Future_Directions
Analysis of IPhone’s marketing strategy in China. (n.d.). Clausiuspres. Retrieved May 9, 2023, from https://www.clausiuspress.com/assets/default/article/2023/05/09/article_1683690614
Apple Inc.: A Case Study on Marketing Excellence and Sustainable Innovation in a Dynamic Market. (2025, April). Research Gate. https://www.researchgate.net/publication/391173655_Apple_Inc_A_Case_Study_on_Marketing_Excellence_and_Sustainable_Innovation_in_a_Dynamic_Market
Apple’s Brand Marketing Strategy: A Case Study on Brand Image and Customer Engagement. (2023, December). Research Gate. https://www.researchgate.net/publication/377718441_Apple's_Brand_Marketing_Strategy_A_Case_Study_on_Brand_Image_and_Customer_Engagement
Damayanti, N. F., & Rostiana, N. K. (2023). Analisis Strategi Pemasaran Perusahaan Apple dalam meningkatkan pemasaran Global. Jurnal Publikasi Ilmu Manajemen, 3(1), 138–142. https://doi.org/10.55606/jupiman.v3i1.3271
Guillén, S. (2024, January 19). Apple’s global strategy: simplicity, innovation, and adaptability. Accelingo. https://www.accelingo.com/apples-global-strategy/
Innovation of Corporate Advertising Strategy in the Context of Globalization: A Case Study of Apple. (2024). Semantic Scholar. https://pdfs.semanticscholar.org/83dd/fd07dc3b0430ae3486ef1e3354f104419915.pdf
Ketan, P. (2024). A case study analysis on Apple's advertising strategies to make market entry in India. International Journal of Research in Management, 6(2), 41–45. https://doi.org/10.33545/26648792.2024.v6.i2a.195
Madyasari, A. Y., & Madysari, A. Y. (2023). TANTANGAN ETIKA DALAM BISNIS INTERNASIONAL YANG PENUH PERSAINGAN DI ERA GLOBALISASI. Madyasari | AL-IQTISHAD: Jurnal Ekonomi. https://doi.org/10.30863/aliqtishad.v15i2.5767
Niu, E. (2024, October 9). Learning from Apple: How to Leverage China’s Unique Marketing Characteristics and Advantages for Business Success -. YOYI GLOBAL. https://en.yoyi.com.cn/learning-from-apple-how-to-leverage-chinas-unique-marketing-characteristics-and-advantages-for-business-success.html
Rambe, D. N. S., & Aslami, N. (2022). Analisis Strategi pemasaran dalam pasar global. El-Mujtama Jurnal Pengabdian Masyarakat, 1(2), 213–223. https://doi.org/10.47467/elmujtama.v1i2.853
Service oriented, holonic and multi-agent manufacturing systems for industry of the future. (n.d.). SpringerLink. https://link.springer.com/book/9783031853159
Vol. 3 No. 1 (2024): Maret: Jurnal Publikasi Ilmu Manajemen | Jurnal Publikasi Ilmu Manajemen. (n.d.). https://ejurnal.politeknikpratama.ac.id/index.php/jupiman/issue/view/158
Xu, L. (2024). Apples marketing strategy in China and its enlightenment to the electronic industry. Advances in Economics Management and Political Sciences, 77(1), 21–25. https://doi.org/10.54254/2754-1169/77/20241768