Marketing as Culture: An Applied Anthropological Study of Esteh Indonesia's Franchise Business Strategy

Abstract

This study aims to find out how to prepare a marketing strategy, how the strategy is socialized to employees, how Esteh's leaders and employees run it, and how the influence of the marketing strategy is used to increase its turnover. This research uses a qualitative approach, conducted at Esteh Kebun Perintis Kemerdekaan, which is located on Perintis Kemerdekaan Street. Data was collected through in-depth interviews with 13 key informants and secondary data analysis in the form of publications in the media, journals, and relevant company documents. The study results show that Esteh's marketing strategy is influenced by internal and external factors such as product quality, promotion, and organizational management. This strategy includes socio-cultural aspects—age, gender, religion, ethnicity—and managerial elements such as product, price, venue, and promotion. Strategy socialization is carried out internally through discussions and externally through online training. Strategy implementation includes market trend analysis, internal working relationships, and understanding organizational culture. Implementing a consistent and adaptive strategy has been proven to increase sales and build consumer loyalty to Esteh's products.