Kelangenan Cars In Javanese Culture

Abstract

Javanese people comprise about 60% of Indonesian population. Malang was the second largest city of East Java. Most population represents Javanese consumers. The idea of kelangenan (the personalized most favorite object) in Javanese culture, was very important to express one’s existence. This research was aimed to examine the idea of kelangenan. The research method uses descriptive approach. The samples were three Javanese who have kelangenan car. The research results showed that Javanese people manifest the idea in their belongings, including cars. Only those who have achieved Maslow’s highest hierarchy of need, however, can manifest it in kelangenan cars. Their high and stable incomes enable them never consider price variable spent to have it. Yet, the kelangenan car owners were only male, represented by three informants. Yet, the three informants vary significantly in actualizing their kelangenan in conjunction with their cars. It gives implication that although the consumers’ belongings to this segment were few in number, they may result in good profit if the car producers can manage them well.