The Effect of Culture in the Madura Trading System

Abstract

In general, there is a pameo stating that buyers are kings, but not Madurese merchants. Attitudes toward buyers is what attracts researchers to try to research and analyze it. From our survey, the fact that Madurese traders' attitudes toward buyers coming from other ethnic groups is different from their attitude toward the buyers with the Madurese. This distinction is striking and affects the reluctance of buyers from other ethnic groups to buy in Madurese merchants. And of course this resulted in difficult growth economy of the traders themselves. The value system in the Madurese culture that glorifies dusun tretan, then gave birth to the attitude that also privileges trash dhibik in trading. They will be nice, polite, respectful and interested buyers with ethnic Madurese (marked by using local Madurese language in interaction), otherwise they will be indifferent and indifferent, tend to see one eye to prospective buyers who are of other ethnicity and can not speak Madurese. Their mindset towards buyers and trading system also greatly influenced the attitude of Madurese traders. In their mindset, is not known the concept of customer loyalty. They are still using the old-fashioned marketing value system, which is more concerned with instantaneous sales and earnings today than satisfying and maintaining loyal customers. Similarly, the value of honesty in trading adopted Madurese somewhat different from the generally accepted value of honesty. This is also one of the reasons for the lack of loyalty subscribed.