Young Women's Perspectives on Local Products: Pride and Barriers in a Collectivist Muslim Culture

This study aims to explore how young women in a collective Muslim culture, interpret, use, and evaluate local products, particularly in the context of cultural identity and adoption. Using a qualitative approach through focus group discussions (FGDs) involving 15 informants, this study found that local products are not only viewed as consumer goods but also have symbolic value that represents cultural identity and pride for young women. However, there are various barriers such as limited distribution, lack of digital promotion, inconsistent quality, and the perception that traditional products are only relevant for certain occasions and older generations. On the other hand, there is hope that local products can be modified in line with modern trends, marketed through cafes or lifestyle spaces, and packaged in a way that is more appealing to the younger generation. The results of this study show that women’s emotional attachment to local products would affect their loyalty, although practical and aesthetic factors remain significant. These findings are expected to contribute to the development of SME strategies based on local culture, making them more adaptive to new lifestyles of the younger generation.