INTEGRATING LOCAL CULTURAL WISDOM INTO ORGANIZATIONAL BEHAVIOR: THE ROLE OF 'JHUNG ROJHUNG' AMONG VILLAGE OFFICIALS IN MADURA

Abstract The integration of local cultural values into organisational behaviour studies remains an underexplored but essential domain, particularly within the governance structures of the Global South. In Madura, Indonesia, the cultural concept of Jhung Rojhung, a deeply rooted norm encompassing respect, moral integrity, and social responsibility, continues to shape how village officials conduct themselves within their organisations. This study investigates how Jhung Rojhung influences organisational citizenship behaviour (OCB) in the village apparatus in Padelegan Village, Pamekasan Regency. Employing a qualitative case study approach, data were gathered through in-depth interviews, participant observations, and document analysis. Thematic analysis revealed four major insights: (1) Jhung Rojhung acts as a moral compass that internalises a sense of duty among village staff; (2) it fosters altruistic behaviour driven by cultural obligation rather than formal rules; (3) it reinforces loyalty and conscientiousness, reflecting strong elements of OCB; and (4) it cultivates social harmony and civic virtue through active community participation. The findings suggest that understanding OCB in village governance requires taking into account the cultural substratum that underpins formal structures. Theoretically, this study contributes to the expansion of OCB frameworks by integrating local knowledge. Practically, it draws attention to the need to embed cultural values into policy design, recruitment, and the training of village officials.