Glocalizing the Beat: A Systematic Literature Review on the Global Marketing of Javanese Pop Music

I Wayan Dhamma Narayanasandhya; Murpin Josua  Sembiring; David Sukardi  Kodrat

doi:10.22146/gamaijb.v28i2.21466

I Wayan Dhamma Narayanasandhya Universitas Ciputra Surabaya
Murpin Josua Sembiring Ciputra University
David Sukardi Kodrat Ciputra University

DOI: https://doi.org/10.22146/gamaijb.v28i2.21466

Keywords: Javanese Pop Music, Marketing Strategy, Music Globalization, PRISMA

Abstract

Javanese pop music holds significant potential to enter the global market; however, comprehensive marketing strategies for this genre remain underexplored in academic literature. The main issue addressed in this study is how Javanese pop music can preserve its local authenticity while adapting to the dynamics of the international music market. This research aims to examine and synthesize effective marketing strategies through a systematic literature review. The method employed is the PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) approach, analyzing 60 literature sources, of which 29 articles met the inclusion criteria after a rigorous selection process. The findings reveal that cultural adaptation through the concept of glocalization, the utilization of digital platforms, cross-national musical collaborations, and the development of global fan communities are key strategies for expanding the reach of Javanese pop music on the world stage. The implications highlight the need for synergy among music industry stakeholders, policymakers, and cultural communities in designing long-term marketing strategies that uphold local identity while responding to global market demands.

Author Biographies

I Wayan Dhamma Narayanasandhya, Universitas Ciputra Surabaya

Narayanasandhy, I Wayan M. Dhamma is a part-time lecturer at Ciputra University. He obtained his Bachelor of Education degree in Drama, Dance, and Music Education from Universitas Negeri Surabaya in 2016, and a Master of Arts degree in Performing Arts Creation and Studies (Music) from Institut Seni Indonesia Yogyakarta in 2019. He is currently pursuing a doctoral degree in Management and Entrepreneurship (Creative Industries) at Ciputra University. His research interests include the creative industry, event management, entrepreneurship, performing arts management, and music production. He has published works in scientific journals such as The Sembadra: Journal of Arts and Education Studies and Promusika: Jurnal Pengkajian, Penyajian, dan Penciptaan Musik.

Corresponding author’s email: iwayanm01@student.ciputra.ac.id

Murpin Josua Sembiring , Ciputra University

Sembiring, Murpin Josua is a Professor of Management at Ciputra University. He obtained his Bachelor’s degree in Management from Universitas Cenderawasih Jayapura in 1987, a Master of Science in Management from Universitas Airlangga in 2000, and a Doctorate in Management from Universitas Airlangga in 2012. He was officially appointed as a Full Professor in 2022. His research interests include strategic management, human resource management, organizational behavior, and entrepreneurship. He has published extensively in reputable international journals such as Problems and Perspectives in Management, Innovative Marketing, Systematic Reviews in Pharmacy, International Journal of Energy Economics and Policy, and Webology.

Author’s email: murpin.sembiring@ciputra.ac.id

David Sukardi Kodrat , Ciputra University

Kodrat, David Sukardi is an Associate Professor and Head of the Doctoral Program in Business, Management, and Entrepreneurship at Ciputra University. He obtained his Bachelor’s degree in Economics from Universitas Atma Jaya Yogyakarta in 1992, a Master of Management from Universitas Jember in 2002, and a Doctorate in Economics from Universitas Brawijaya Malang in 2005. His research interests include management, entrepreneurship, business strategy, and finance. He has published in various academic journals such as Jurnal Ekuitas, Jurnal Manajemen Prasetiya Mulya, DeReMa Jurnal Manajemen, and Journal of Education and Practice.

Author’s email: david.kodrat@ciputra.ac.id

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