The Significance of Cultural Values

Oct 13, 2025 by magicalceylontours.com 27 views

Introduction

In today's globalized world, cultural values play a significant role in shaping individual behavior and societal norms. The rise of fast food chains has led to the proliferation of advertisements that often promote Western culture and values. However, the impact of these advertisements on local cultures and values is a topic of concern. This study aims to explore the perceptions of students at SMP Negeri 7 Medan regarding the cultural values contained in fast food advertisements, specifically the KFC Pokkits product advertisement featuring Cinta Laura.

The Significance of Cultural Values

Cultural values are defined as principles agreed upon and embedded in a society. These values include habits, beliefs, symbols, and certain characteristics that become a reference for individual behavior in society. In the context of advertising, cultural values can be seen from the symbols, slogans, and other visual elements that communicate the norms and values that exist. Understanding cultural values is essential in designing effective advertising campaigns that resonate with local audiences.

Methodology

This study employed a quantitative descriptive method to collect and analyze data from 86 students from class VII and VIII at SMP Negeri 7 Medan. A questionnaire was used as the primary data collection technique, and the results were processed and analyzed using a single table. The study aimed to identify student perceptions of KFC Pokkits advertisements and the cultural values contained therein.

Results

The results of the study showed that the majority of students did not like the appearance of KFC Pokkits ad Cinta Laura. This finding is interesting to analyze further, as it may be triggered by the existence of Western culture elements that are considered not in harmony with local culture. Many students observed that the ads do not display aspects of native Indonesian culture, such as how to eat, food storage methods, as well as the appearance of the model used in advertisements.

The Impact of Western Culture on Local Values

The influence of strong Western culture in the ad may have contributed to the students' dislike of the advertisement. This shows that advertising does not only function as a promotional medium, but also as a tool that can affect social values and norms in society. In this context, it is essential to educate local cultural values to the younger generation so that they still have a strong identity, even though exposed to various influences from outside.

Implications for Marketers and Advertisers

The results of this study can be a consideration for marketers and advertisers to pay more attention to the cultural values that exist in the community when designing advertising. Aligning advertisements with local values and norms will not only increase community acceptance but will also help preserve Indonesian native culture.

Conclusion

In conclusion, students' perceptions of KFC Pokkits advertisements not only reflect personal preferences but also a reflection of the dynamics of cultural values that occur in Indonesian society today. It is hoped that this research can be a foundation for further research in understanding the relationship between advertising, culture, and consumer behavior in Indonesia.

Recommendations

Based on the findings of this study, the following recommendations are made:

Marketers and advertisers should pay more attention to the cultural values that exist in the community when designing advertising.
Advertisements should be aligned with local values and norms to increase community acceptance and preserve Indonesian native culture.
Educational programs should be implemented to educate local cultural values to the younger generation.
Further research should be conducted to explore the relationship between advertising, culture, and consumer behavior in Indonesia.

Limitations of the Study

This study has several limitations that should be acknowledged. Firstly, the study only focused on students from SMP Negeri 7 Medan, and the findings may not be generalizable to other populations. Secondly, the study only used a questionnaire as the primary data collection technique, which may have limitations in terms of data quality and validity. Finally, the study only explored the perceptions of students regarding the cultural values contained in fast food advertisements, and further research is needed to explore other aspects of advertising and culture.

Future Research Directions

Future research should aim to explore the relationship between advertising, culture, and consumer behavior in Indonesia. This can be achieved by conducting further studies that examine the impact of advertising on local cultures and values. Additionally, research should be conducted to explore the role of cultural values in shaping consumer behavior and preferences.

Conclusion

In conclusion, this study has provided valuable insights into the perceptions of students at SMP Negeri 7 Medan regarding the cultural values contained in fast food advertisements. The findings of this study have implications for marketers and advertisers, as well as policymakers and educators. By understanding the cultural values that exist in the community, advertisers can design effective advertising campaigns that resonate with local audiences.

Q: What is the main objective of this study?

A: The main objective of this study is to explore the perceptions of students at SMP Negeri 7 Medan regarding the cultural values contained in fast food advertisements, specifically the KFC Pokkits product advertisement featuring Cinta Laura.

Q: What is the significance of cultural values in advertising?

A: Cultural values are essential in advertising as they shape individual behavior and societal norms. Understanding cultural values is crucial in designing effective advertising campaigns that resonate with local audiences.

Q: What methodology was used in this study?

A: This study employed a quantitative descriptive method to collect and analyze data from 86 students from class VII and VIII at SMP Negeri 7 Medan. A questionnaire was used as the primary data collection technique, and the results were processed and analyzed using a single table.

Q: What were the results of the study?

A: The results of the study showed that the majority of students did not like the appearance of KFC Pokkits ad Cinta Laura. This finding is interesting to analyze further, as it may be triggered by the existence of Western culture elements that are considered not in harmony with local culture.

Q: What are the implications of this study for marketers and advertisers?

A: The results of this study can be a consideration for marketers and advertisers to pay more attention to the cultural values that exist in the community when designing advertising. Aligning advertisements with local values and norms will not only increase community acceptance but will also help preserve Indonesian native culture.

Q: What are the limitations of this study?

A: This study has several limitations that should be acknowledged. Firstly, the study only focused on students from SMP Negeri 7 Medan, and the findings may not be generalizable to other populations. Secondly, the study only used a questionnaire as the primary data collection technique, which may have limitations in terms of data quality and validity.

Q: What are the future research directions?

A: Future research should aim to explore the relationship between advertising, culture, and consumer behavior in Indonesia. This can be achieved by conducting further studies that examine the impact of advertising on local cultures and values.

Q: What are the recommendations of this study?

A: Based on the findings of this study, the following recommendations are made:

Marketers and advertisers should pay more attention to the cultural values that exist in the community when designing advertising.
Advertisements should be aligned with local values and norms to increase community acceptance and preserve Indonesian native culture.
Educational programs should be implemented to educate local cultural values to the younger generation.
Further research should be conducted to explore the relationship between advertising, culture, and consumer behavior in Indonesia.

Q: What is the conclusion of this study?

A: In conclusion, students' perceptions of KFC Pokkits advertisements not only reflect personal preferences but also a reflection of the dynamics of cultural values that occur in Indonesian society today. It is hoped that this research can be a foundation for further research in understanding the relationship between advertising, culture, and consumer behavior in Indonesia.