Issue

Vol. 11 No. 2 (2024): December

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Submitted
10 August 2024
Accepted
10 October 2025
Published
31 December 2024

Copyright (c) 2024 Nurfadhilah Nurfadhilah, Bakhtiar Tijang, Khalilah Binti Abd Hafiz, Siti Mirna Ikhrami (Author)

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This work is licensed under a Creative Commons Attribution 4.0 International License.

Cultural Dynamics and Ethical Marketing: Balinese Values and Consumer Trust in Hospitality SMEs

https://doi.org/10.24252/minds.v11i2.50557
Nurfadhilah Nurfadhilah
Institut Agama Islam Negeri Parepare, Indonesia
Bakhtiar Tijang
Institut Ilmu Sosial dan Bisnis Andi Sapada, Indonesia
Khalilah Binti Abd Hafiz
Management and Science University, Indonesia
Siti Mirna Ikhrami
Institut Ilmu Sosial dan Bisnis Andi Sapada, Indonesia

Corresponding Author(s) : Nurfadhilah Nurfadhilah

[email protected]

Jurnal Minds: Manajemen Ide dan Inspirasi, Vol. 11 No. 2 (2024): December

Abstract

This study explores the influence of cross-cultural factors on ethical marketing practices and consumer trust, with Balinese cultural values serving as a moderating force among hospitality MSMEs in Bali. We weave Hofstede’s cultural dimensions with Tri Hita Karana, and offer a fresh perspective on how global ethical frameworks resonate within local spiritual contexts. A quantitative explanatory design was applied using data from 200 respondents analyzed through Partial Least Squares–Structural Equation Modeling. The results indicate that cultural orientations shape ethical marketing, which subsequently strengthens consumer trust, while Balinese values deepen this connection. The study enriches the understanding of how ethical behavior is interpreted across cultural boundaries and grounded in indigenous wisdom. The findings provide strategic guidance for MSMEs to cultivate enduring consumer trust and promote sustainable growth in culture-based tourism environments.

Keywords

Cross-Cultural Factors Ethical Marketing Practices Consumer Trust Balinese Cultural Values Hospitality SMEs
Nurfadhilah, N., Tijang, B., Hafiz, K. B. A., & Ikhrami, S. M. (2024). Cultural Dynamics and Ethical Marketing: Balinese Values and Consumer Trust in Hospitality SMEs. Jurnal Minds: Manajemen Ide Dan Inspirasi, 11(2), 367–382. https://doi.org/10.24252/minds.v11i2.50557
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Author Biographies

Nurfadhilah Nurfadhilah, Institut Agama Islam Negeri Parepare
Department of Sharia Economics, Faculty of Economics and Islamic Business
Bakhtiar Tijang, Institut Ilmu Sosial dan Bisnis Andi Sapada
Department of Magister Management, Business Faculty
Khalilah Binti Abd Hafiz, Management and Science University
Department of Business, Management and Law, Faculty of Business Management and Professional Studies
Siti Mirna Ikhrami, Institut Ilmu Sosial dan Bisnis Andi Sapada
Department of Magister Management, Business Faculty
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