ORIENTASI PASAR DALAM PERSPEKTIF PELAKU USAHA MIKRO JAJANAN KHAS SULAWESI TENGGARA DI KOTA KENDARI

Abstrak

This study examines how micro-entrepreneurs selling traditional snacks from Southeast Sulawesi in Kendari City practice market orientation. The study reveals that market orientation in these businesses is a complex synthesis of inherited knowledge, cultural obligations, and adaptation to market changes. Ethnographic methods are used to understand how entrepreneurs bridge the logic of traditional rituals with the logic of the market economy, resulting in unique and contextual market orientation practices.

Kata kunci

• Cultural Market Orientation
• Kulturpreneur
• Market orientation
• Micro-Entrepreneurs