• Chusnul Rofiah Management STIE PGRI Dewantara, Jombang, Indonesia
  • Khuzaini Indonesia School of Economics (STIESIA), Surabaya, Indonesia


This study aims to describe the meaning of traditional market culture in determining strategies based on the Javanese market through buying and selling activities. It is hoped that the results of this study are the discovery of the cultural meaning of marketing strategies based on “Pasaran Jawa”. The method used in data collection are observation, interviews, and photo documentation. The analysis refers to the realist ethnographic approach (Van Maanen, 2011), a traditional cultural approach that reflects a certain position on the individual being studied. Using a simple research design with triangulation theory (Rofi’ah dan Bungin, 2021) is the model developed by the first author in this study. Interviews are based on community volunteers to respond. Twenty-four of the twelve respondents were vendors, four were market/vendor officials and eight were entrepreneurs. Data collection involved conducting visual surveys through checklists and unstructured interviews between targeted respondents on defined criteria to obtain information from informed sources to individuals/Market officials. These criteria are based on the vendor's age, position, experience and those who sell a wide variety of local products to the market using a probability sampling strategy. Meanwhile, checklists are used to determine features of urban markets that can preserve cultural heritage. The data collected were analyzed to establish the relationship between traditional products and the market in view to reflect cultural features in the design market to serve as heritage. The results of this study reveal that there is a continuity of cultural features; tangible and intangible values that can be integrated to express the cultural heritage of the community in determining market operations based on the Javanese market which remains a role model without any intention of changing it as a form of upholding ancestral culture as Javanese society in determining marketing strategies including: determining the operation of Javanese market days, Culture Javanese Market, and Kejawen. There is no intention to modernize, it remains limited, and the market structure is not built to the standards of modern trends and is considered a “unique”. And market players have character in accordance with the Javanese culture that has been embraced although it is not known when it started. Based on these findings, the study recommends the integration of market space along with new market trends, modern facilities and cultural expressions of residents' heritage as the basis for market operations. The features of culture in a market vary substantially with the type of cultural function it contains as a standard in determining marketing strategy. However, the new modern trend must be integrated with extensions in women's product vendors, the provision of spaces that will increase cultural participation and stalls that will promote and enable local product production to flourish. Because of this, there is a need to achieve optimal relevance to the local population/users and to specifically serve in protecting and preserving the indigenous (regionalism) population in the cultural design market.


Abd Ghapar, M. H., K. Zakariya, and N. Z. Haruna, N. Z. 2014. Regeration for Sustainable Marketplace. International Conference on Sustainable Urban Design for Liveable Cities, 1–12.
Adejumo, T., N. Okedele, and M. Adebamowo. 2013. Symbolism in the conceptualization of contemporary Yoruba city central business district urban design.
Adeyinka, S. A., O. A. Kuye, and H. I. Agbabiaka. 2016. Assessment Of Market Facilities And Locational Effects On Adjoining Neighborhoods In Nigerian Urban Centers: Empirical Evidence From Akure, Nigeria. International Journal of Scientific & Technology Research, 5(4), 199–206.
Agboola, O. P., M. H. Rasidi, and I. Said. 2015. Citizens’ contribution to improvement physical quality of environmental open space in a multicultural community Nigeria. Journal of Advanced Research in Social and Behavioral Sciences 2, 2(1), 75–92.
Agboola, O. P., M. H. Rasidi, and S. Ismail. 2016. Challenges in sharing neighbourhood open space among residents in South-West, Nigeria. International Journal of Multidisciplinary Academic Research, 4(2), 34–49.
Agboola, O. P., M. H. Rasidi, and I. Said. 2014. Neighbourhood Open Space’s Attachment and Utilization Characteristics among Ethnic Groups in Rural Community of South-West Nigeria. 1st Conference Proceedings of International Alliance for Sustainable Urbanization and Regeneration.“Sustainable Society as Our Challenge”, 24th–27th October, Kashiwa, Japan.
Ashworth, G. J. 2000. Heritage, tourism and places: A review. Tourism Recreation Research, 25(1), 19–29.
Aswidyanti, R., A. N. Rohmah, K. Dristiana, and Dwivayani. 2021. Persepsi Konsumen Terhadap Kampanye Budaya Beberes KFC Indonesia. EJournal Ilmu Komunikasi, 9(1), 30–44.
Berger, A. N., S. D. Bonime, L. G. Goldberg, and L. J. White. 1999. The dynamics of market entry: The effects of mergers and acquisitions on de novo entry and small business lending in the banking industry.
Blumer, H. 1969. Symbolic interactionism: Perspective and method. Berkeley.
Boone, L. and D. Kurtz. 2008. Contemporary Marketing 2009 Update. Cengage Learning.
Cobbinah, P. B., M. O. Erdiaw-Kwasie, and P. Amoateng. 2015a. Africa’s urbanisation: Implications for sustainable development. Cities, 47, 62–72.
________. 2015b. Rethinking sustainable development within the framework of poverty and urbanisation in developing countries. Environmental Development, 13, 18–32.
Cohen, B. 2006. Urbanization in developing countries: Current trends, future projections, and key challenges for sustainability. Technology in Society 28.
Crespi-Vallbona, M. and M. Domínguez-Pérez. 2015. Food markets: New tourism icons. Illustrative cases of Barcelona and Madrid. Metropolitan Tourism Experience Development, 127–139.
Denzin, N. K. 1997. Interpretive ethnography: Ethnographic practices for the 21st century. Sage.
Digdoyo, E. 2015. Ilmu Sosial & Budaya Dasar (Cetakan pe). Ghalia Indonesia.
Disdagrin. Persebaran Lokasi Pasar Di Jombang. manajemen-pasar/persebaran-pasar.php.
Dursun, E. and O. Kilic. 2012. Comparative evaluation of different power management strategies of a stand-alone PV/Wind/PEMFC hybrid power system. International Journal of Electrical Power & Energy Systems, 34(1), 81–89.
Dursun, T. 2009. A Research on Brand Personality Creation Process and Brand Personality. Marmara Communication Journal, 14(14), 79–92.
Duxbury, N. A. and M. S. Jeannotte. 2010. From the bottom-up: culture in community sustainability planning. ESA Research Network Sociology of Culture Midterm Conference: Culture and the Making of Worlds.
Eben-Saleh, M. A. 1999. Alkalaf.: the evolution of the urban built form of traditional settlement in South-Western Saudi—Arabia. Int J Build Sci Appl, 34(6), 549–669.
Ekomadyo, A. S. 2012. Kajian Relasi Sosio-Spasial Antara Masjid Dan Pasar: Kajian Atas Kontribusi Islam Dalam Urbanitas Kontemporer.
Fava, N., M. Guàrdia, and J. L. Oyón. 2010. Public versus private: Barcelona’s market system, 1868–1975. Planning Perspectives, 25(1), 5–27.
Graff, R. S. 2012. Dream City, Plaster City: Worlds’ Fairs and the Gilding of American Material Culture. International Journal of Historical Archaeology, 16(4), 696–716.
Gunasasmita, R. 2009. Kitab primbon Jawa serbaguna. Penerbit Narasi.
Hodder, B. W. and R. Lee. 1974. Economic Geography 5 Methuen and Co. Ltd., Great Britain.
Huang, H. and Y. D. Wei. 2016. Spatial inequality of foreign direct investment in China: Institutional change, agglomeration economies, and market access. Applied Geography, 69, 99–111.
Jackson, M. R. 2006. Cultural vitality in communities: Interpretation and indicators.
Keputusan Presiden Nomor 12. 2007. Keputusan Presiden Nomor 12 Tahun 2007.
Khalilah, Z., K. Zumahira, and Z. Nur. 2016. Maintain Urban Culture Vitality General Market, Case Payang Market Study, Malaysia. Internal Journal Architectural Research, 228.
Kotler, P. and G. Armstrong. 2010. Principles of marketing. Pearson education.
Kotler, P., G. Armstrong, M. Harker, and R. Brennan. 1990. Marketing: an introduction (Vol. 1). Prentice-Hall Englewood Cliffs, NJ.
Lombard, D. 2005. Nusa Jawa: Warisan kerajaan-kerajaan konsentris (Vol. 3). Gramedia Pustaka Utama.
Low, S. M. and I. Altman. 1992. Place attachment. In Place attachment (pp. 1–12). Springer.
Mulyadi, D. 2021. Pemberdayaan Pasar Tradisional Ditengah Kepungan Pasar Modern. Media Sains Indonesia.
No, P. (42 C.E.). Tahun 2007 Tentang Pengelolaan Pasar Desa. Undang-Undang Nomor, 6.
Ogeah, F. N. and S. I. Omofonmwan. 2013. Urban markets as a source of employment generation in Benin city. AJSS, 3, 62–78.
Okafor, F. C. and A. G. Onokerhoraye. 1986. Rural systems and planning. Editorial Commi [t] tee, Geography and Planning Series, University of Benin.
Oluwole, O. S. A., A. O. Onabolu, H. Link, and H. Rosling. 2000. Persistence of tropical ataxic neuropathy in a Nigerian community. Journal of Neurology, Neurosurgery & Psychiatry, 69(1), 96–101.
Omole, F. K., J. O. Owoeye, and A. O. Ogundiran. 2012. Towards efficient connectivity of transport for the protection of sustainable markets in Nigeria. int. J. Develop Soc., 1(1 & 2), 88–96 .
Omole, F. K., J. O. Owoeye, and A. O. Ogundiran. 2012. Towards efficient transport connectivity for sustainable market patronage in Nigeria. International Journal of Developing Societies, 1(2), 88–96.
Onyechi, U. F. 2012. Sustainable Development for Traditional Market-Places in South-Eastern Nigeria; A Case Study of Nkwo-Ozuluogu Market Oraifite, Anambra state, Nigeria. Journal of Environmental Management and Safety, 3(1), 139–158.
Polèse, M. and R. Stren. 2000. The social sustainability of cities. Chapter, 1, 3–38.
Proyek Penelitian Purbakala Jakarta. 1995. Analisis Hasil Penelitian Arkeologi : Analisis Sumber Tertulis Masa Klasik.
Rofiah, C. and B. Bungin. 2021. Qualitative Methods: Simple Research With Triangulation Theory Design. Develop, 5(1).
Rohim, S. 2009. Teori Komunikasi.
Rohiman, T. 2017. Cemaran Mikrobiologis Serta Identifikasi Escherichia coli Pada Jamu Kunyit Asam dan Beras Kencur Yang Dijajakan di Pasar Wage Kota Purwokerto. Universitas Muhammadiyah Purwokerto.
Saddhono, K. and D. Pramestuti. 2018. Sekar macapat pocung: Study of religious values based on the local wisdom of Javanese culture. El Harakah, 20(1), 15.
Shakur, T., R. Hafiz, T. V. Arslan, and A. Cahantimur. 2012. Economy and culture in transitions: A comparative study of two architectural heritage sites of Bazars and Hans of Bursa and Dhaka. ArchNet-IJAR: International Journal of Architectural Research, 6(3), 1.
Sherry, J. F. 1990. Dealers and dealing in a periodic market: informal retailing in ethnographic perspective. Journal of Retailing, 66(2), 174–200.
Suyono, C. R. P. 2007. Dunia Mistik Orang Jawa; Roh, Ritual, Benda Magis (Vol. 1). LKIS Pelangi Aksara.
Tjiptono, F. 2002. Strategi Pemasaran. Andi Publisher; Yogyakarta;
Utomo, S. S. 2005. Upacara daur hidup adat Jawa: memuat uraian mengenai upacara adat dalam siklus hidup masyarakat Jawa. Effhar.
Van Maanen, J. 2011. Tales of the field: On writing ethnography. University of Chicago Press.
Vural, C. A. 2015. Sustainable demand chain management: An alternative perspective for sustainability in the supply chain. Procedia-Social and Behavioral Sciences, 207, 262–273.
Weiss, W. 2001. Bazaar: Markets and Traders of the Islamic World. Thames and Hudson, New York.
Wiryomartono, B. 2000. Building art and urban building art in Indonesia. Gramedia Pustaka Utama, Jakarta.
Woodward, M. R. 2004. Islam Jawa; Kesalehan Normatif Versus Kebatinan. LKIS Pelangi Aksara.
World Bank. 2009. No Title.
Wulandari, R., N. L. Adha, and D. Setiawan. 2019. Strategi “Blantik” dalam Metode Pemasaran di Pasar Tradisional Hewan Dimoro Blitar. Akuntabilitas: Jurnal Ilmiah Ilmu-Ilmu Ekonomi, 12(1), 1–14.
Zakariya, K., Z. Kamarudin, and N. Z. Harun. 2016. Sustaining the cultural vitality of urban public markets: A case study of Pasar Payang, Malaysia. ArchNet-IJAR: International Journal of Architectural Research, 10(1), 228.
Zakariya, M. L., M. Al Musadieq, and S. Sulasmiyati. 2016. Pengaruh produksi, harga, dan nilai tukar terhadap volume ekspor (Studi pada volume ekspor biji kakao Indonesia periode Januari 2010-Desember 2015). Jurnal Administrasi Bisnis, 40(2), 139–145.
Zhou, F. 2015. International Cultural Conference for Sustainable Cities. Hangzhou Cultural and Creative Research Center Industry, Urban Planning. China: United Nations Education, Science and Cultural Organization (UNESCO).





How to Cite

Rofiah, C. ., & Khuzaini, K. (2022). REALIST ETHNOGRAPHIC APPROACH: STRATEGY TO MAINTAIN THE SUSTAINABILITY OF TRADITIONAL MARKET CULTURE BASED ON THE DETERMINATION OF "PASARAN JAWA". International Conference of Business and Social Sciences, 2(1), 19–32. Retrieved from

Most read articles by the same author(s)

> >>