Indonesia is known as a multiethnic nation where each region has different norms, values, and customs. We can observe the values of this life in the variety of habits in dress, relationships between people, eating habits and various other aspects. This of course also provides its own uniqueness in terms of consumer behavior. This makes the choice of products or brands can differ from one region to another, especially for products that are closely related to existing habits. For example, in eating habits, there are ethnic groups who like spicy taste, others like sweet taste, or some people prefer salty taste. Gudeg for example is a very popular food in Yogyakarta but not necessarily the case in Medan, Kopi thumbprint may be the favorite coffee brand in Lampung but may not be known in Sulawesi. This shows the difference between Indonesia and European countries, for example, which tend to be homogeneous. In some areas, we can still find the strong role of traditional or religious leaders who in fact have a very large role for the community in making choices to consume certain products. Indonesian people are also known as people who have a high desire for social interaction, this is reflected for example from strong family and regional ties, the habit of mutual cooperation, community service, social gathering. Indonesian people tend to like to share and discuss information about family life, life activities, work, personal things. Of course this has an impact on the marketing strategy carried out by a company. This means that the approach taken in the European or American market may not be immediately applicable and successful in Indonesia.

From the description above, give an explanation of the unique culture of the Indonesian people and how it affects consumer behavior!