Analysis Of Global Social And Cultural Factors In Influence The Success Of International Product Marketing:

Ainun Nabilah; Elisa Anggraini; Alba'illahi Ma'rifatuf Fardiyah Assulton; Annisa’ul Mufidah; Devi Khafidhotul Izzah; Mahfudotun Nailatur Roh; Nunuk Indarti

doi:10.63922/ijebir.v5i04.4586

Ainun Nabilah Universitas PGRI Wiranegara
Elisa Anggraini Universitas PGRI Wiranegara
Alba'illahi Ma'rifatuf Fardiyah Assulton Universitas PGRI Wiranegara
Annisa’ul Mufidah Universitas PGRI Wiranegara
Devi Khafidhotul Izzah Universitas PGRI Wiranegara
Mahfudotun Nailatur Roh Universitas PGRI Wiranegara
Nunuk Indarti Universitas PGRI Wiranegara

DOI: https://doi.org/10.63922/ijebir.v5i04.4586

Keywords: international marketing, global culture, social media, intercultural communication, local social values.

Abstract

This study aims to analyze the influence of global social and cultural factors on the success of international product marketing. The method used is a literature review with a descriptive quantitative approach utilizing various secondary data sources, including scientific journals, books, conference proceedings, and relevant academic publications. The analysis was conducted through content analysis and simple quantitative analysis to identify patterns in the relationship between socio-cultural factors and international marketing strategies.

The findings indicate that cultural differences have a significant impact on consumer preferences, communication strategies, and the success of product marketing in global markets. Social media plays an important role in the dissemination of global consumer culture and influences consumer purchasing behavior through platforms such as TikTok, Instagram, and YouTube. The adaptation of language, cultural symbols, and intercultural communication strategies has been proven to enhance the effectiveness of international marketing. In addition, local social values such as religiosity, collectivist culture, social norms, and cultural identity also determine the level of acceptance of international products in a particular country.

Therefore, global companies need to implement marketing strategies that are adaptive to the social and cultural characteristics of local communities in order to increase consumer trust, strengthen brand image, and achieve sustainable business success in international markets.

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