Technology Acceptance and Culture-Based Strategies: Simultaneous Combination in Modifying Traditional Marketing in West Java MSMEs

The high diversity of MSMEs has excellent potential for the economic growth of a region. Meanwhile, in West Java, the growth of MSMEs is often hampered by several problems, one of which is the difficulty of marketing products. There needs to be a modification of the marketing concept that is different from before and adjusted to the needs of consumers in modern times, like today. However, how can MSME actors modify traditional marketing? This study aims to see whether traditional marketing modification can be formed by combining technology acceptance and culture-based strategies owned by MSME actors in West Java. The researcher used a quantitative correlational approach with SEM analysis techniques in the form of primary data from 391 MSME actors in the Bekasi area and its surroundings in 2024. The results of this study indicate that the combination of technology acceptance and culture-based strategies can positively and significantly modify traditional marketing, with a correlation value of 57.6%, so that it can provide positive implications for stakeholders related to MSMEs in West Java in reducing one of the obstacles faced by MSMEs in West Java.