Analysis of Glocalization Phenomena: Advertising of Starbucks Special Edition Products with Indonesian Local Wisdom in Social Media

摘要

Globalization has had an impact on the creation of a national economic climate that also impacts on the local economy. The era of decentralization that demands regional independence has encouraged the birth of local potentials that are able to take advantage of the opportunities of globalization to show their local tastes in foreign countries. This study is aimed at analyzing the phenomenon of glocalization in global products which launches a blend of local culture in advertising on social media. This study uses descriptive methods, namely methods that discuss several possibilities for solving actual problems by collecting data, compiling or classifying, analyzing, and interpreting it. The results of this study indicate that glocalization creates heterogeneity by elevating local culture in the global world. The role of technologicals ophistication and the use of social media helps the process of appointing local culture into the global world.