ADAPTATION OF MOLUCCAN CULTURAL VALUES IN DIGITAL BRANDING OF AMBON'S LOCAL PRODUCTS

Abstract

This research examines the adaptation of Moluccan cultural values in digital branding strategies for local products from Ambon City. In the digital era, local producers face challenges in maintaining cultural identity while competing in a digitalized global market. Using an exploratory qualitative approach, this research involves in-depth interviews with 25 MSMEs in Ambon City, digital content analysis of their marketing platforms, and focus group discussions with Moluccan cultural experts. Research findings indicate that integrating cultural elements such as pela gandong, sasi, and traditional motifs in digital branding strategies not only strengthens product differentiation but also creates emotional resonance with local and diaspora consumers. The study identifies four models of cultural value adaptation: visual transformation, heritage narrative, contemporary reinterpretation, and community collaboration. This study provides a strategic framework for local entrepreneurs to optimize cultural identity as a competitive advantage in the digital economy, while contributing to the preservation and revitalization of Moluccan cultural heritage.