Paper Understanding Indonesian Values to Identify Indonesian Culture-1

7/31/2019 Paper Understanding Indonesian Values to Identify Indonesian Culture-1

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Understanding Indonesian Values: A Preliminary Research to

Identify Indonesian Culture

Sabrina O. Sihombing

[email protected]

Feriadi D. Pongtuluran

[email protected]

Business SchoolUniversity of Pelita Harapan

Abstract

Culture is one topic that attracts researchers from many major disciplines such aspsychology, marketing, consumer behavior, and other disciplines. This is because

culture affects people to behave. Furthermore, culture is the most basic cause of a

persons wants and behavior. Many research use of Hofstedes cultural dimensions to

measure culture. The dimensions identified by Hofstede (1980) are regarded as the

most widely used and accepted for understanding culture in many social phenomena.

On the other hand, Hofstedes cultural dimensions have been criticized by many

scholars. For instance, Hofstedes work is claimed as out-of-date because theempirical work took place in 1967-1973. Hofstedes work has also been criticized for

reducing culture to four or five dimensions. On the other hand, identifying reliable

cultural dimensions for each nation would give major contribution to cross-cultural

research. Therefore, although cultural dimensions developed by Hofstede gives

contributions to understand and measure culture, but there is a need to develop and

identify Indonesian culture. This is because there is limited research in identifying

Indonesian culture. Therefore, this study aims to identify Indonesian culture by

identifying Indonesian values as an initial stage in scale development. More than

2,000 open-ended questionnaires were distributed to respondents in Jakarta,

Bandung, Semarang, and Surabaya. All respondents were chosen with two main

criteria: (1) that respondent live in one of four research areas (Jakarta, Bandung,

Semarang, or Surabaya), and (2) that respondents should work in the area that theylive. A total of 1455 usable questionnaires were used to identify Indonesian values.

The result shows that gotong royong(mutual aid), demokrasi (democracy), agama

(religion), Pancasila, budaya (culture), and kekeluargaan (family) are examples of

Indonesian values. However, the results also shows that respondents state that

korupsi (corruption), individualisme (individualism), KKN (Korupsi, Kolusi,

Nepotisme: corruption, collution, nepotism), and egois (ego) are also examples of

Indonesian values. Those values that have been pointed by respondents then were

proceeded to develop indicators. This research provides those indicators. Those

indicators then will be used to identify Indonesian culture dimensions.

Key words: culture, Indonesian values, consumer behavior, scale development, indicators

Introduction

Culture is one topic that attracts researchers from many major disciplines. This is because culture affects

people to behave (Craig and Douglas, 2006; Maheswaran and Shavitt, 2000). Furthermore, culture is the

most basic cause of a persons wants and behavior (Luo, 2009). In relating with behavior, one people may

behave differently compare to another people as a result of cultural differences. For example, people in

Paper presented at International Conference Political Economy of Trade Liberalization in

Developing East Asia: Sustainability, Governance, and the Role of Small Business24-25 November 2011, Universitas Brawijaya, Malang

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Indonesia will give something to other people by using their right hand. This is the acceptable behavior for

Indonesian. On the other hand, people in the United States may give other people not only by using their

right hand but also their left hand. This is because they have no restriction associated with the left hand.

Extensive research has been conducted to understand the influence of culture on people behavior. For

instance, culture influences people behavior in transferring their knowledge (e.g., Ardichvili et al., 2006;

Hawkie, 2006), conflict management strategy (Kaushal and Kwantes, 2006), education (e.g., Manikutty et

al., 2007; Demmert, 2005; Hwang et al., 2003; Lin et al., 2002; Yoo and Donthu, 2002), economic (Guiso

et al., 2006), adoption of innovation (Singh, 2006), purchase behavior (Davis et al., 2008; Kacen and Lee,2002), post-purchase behavior (Tsoukatos and Rand, 2007), and other people behavior.

Many research use of Hofstedes cultural dimensions to measure culture (for example: Pirouz (2010),

de Lorenzo et al. (2009), Kaasa and Vadi (2008), Yintsou (2007), Adapa (2008), Davis et al. (2008), Jones

(2007), Tsoukatos and Rand (2007), DeJong, Smeets, and Smits (2006), Singh (2006), Lam and Lee

(2005), Le and Stockdale (2005), Dash, Bruning, and Guin (2004), Goodwin and Giles (2003), Hwang,Francesco, and Kessler (2003), Kacen and Lee (2002), Pheng and Yuquan (2002), Oliver and Cravens

(1999), Steenkamp, terHofstede, and Wedel (1999). The dimensions identified by Hofstede (1980) are

regarded as the most widely used and accepted for understanding culture in many social phenomena

(Kalliny and Hausman, 2007; Soares et al., 2007; de Jong et al., 2006; de Mooij, 2004). Furthermore,

Hofstedes cultural dimensions are also known as the most popular metric of culture (Yoo and Donthu,

2002). On the other hand, Hofstedes cultural dimensions have been criticized by many scholars. For

instance, Hofstedes work is claimed as out-of-date because the empirical work took place in 1967-1973.Hofstedes work has also been criticized for reducing culture to four or five dimensions. Furthermore, the

applicability of the dimensions to all culture leads to the critique that one can conjuncture that other types

of samples might yield different dimensions and order of nations (Schwartz, 1994 and Erez and Earley,

1993, cited by Soares et al., 2007).

Identifying reliable cultural dimensions for each nation would give major contribution to cross-cultural

research (Chan, 2009). This is because the usefulness of the concept of culture is to give sufficient

information about cultural differences by being able to unpack it (Soares et al., 2007). Therefore, this

study aims to identify Indonesian values as a foundation to develop Indonesian cultural dimensions. This

article is structured as follows: First, the literature review of culture is presented. Then we report in detail

on item generation and scale development. This paper concludes with an outlook to future research.

Literature Review

Culture: definitions and elements

There are many definitions of culture as there are in anthropology, sociology, psychology, marketing, and

consumer behavior texts (Luo, 2009). However, there is no single culture definition as Kroeber and

Kluckhohn (1952, in Davis et al., 2008) found 164 different definitions of culture in the anthropological

and sociological literature. Tylor (1871, cited by Oliver and Kandadi, 2006) is one of the first researchers

who provide the definition of culture. According to Tylor, culture is defined as that complex whole

includes knowledge, belief, art, morals, law, custom, and any other capabilities and habits acquired by

man as a member of society. Another anthropologist, Greets (1973) defined culture is an historically

transmitted pattern of meanings embodied in symbols, a system of inherited conceptions expressed in

symbolic forms by means of which men communicate, perpetuate, and develop their knowledge about and

their attitudes toward lifeHofstede (1980) defined culture as the collective programming of the mind which distinguishes the

members of one human group from another. Furthermore, Hofstede (1991) stated that culture is as mental

programming which includes patterns of thinking and feeling and potential acting. Hofstede further stated

that culture is software of the mind. Hofstedes analogy about culture as a software is an interesting

analogy. He used a part of computer to explain the role of culture for human life. The role of software isimportant because the software is a main part of computer. No work can be conducted in a computer



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without software. In other words, software is a crucial part in a computer. Therefore, culture is also a

crucial part in human behavior.

Culture has several elements. According to several writers (e.g., Solomon, 2010; Wells and Prensky,

1996) those elements are: language, material artifacts, myths, rituals, custom, laws, and values. Those

elements are described as follows. Language is one important aspect of culture that should be considered.

This is because language can be problematic when translating product names, or promotional messages, or

slogans, or other things into foreign languages. For example, General Motor found thatNova (the name of

a car) literally means doesnt go in Spanish (Lamb et al., 2010). Another example is Daihatsu Be-go inJapan was introduced as Daihatsu Terios in Indonesia. This is because Be-go in Indonesian language

means stupid.

The second element of culture is material artifact. Material artifacts are goods a culture has imbued

with special meaning (Wells and Prensky, 1996). Gold is an artifact within the Indian consumer society.

Furthermore, gold possession is embedded in the customs and the traditions that carry significantimportance to the people (Tariq et al., 2007). Another element of culture is ritual. A ritual is a set of

multiple, symbolic behaviors that occurs in a fixed sequence and is repeated periodically (Rook, 1985

cited by Solomon, 2010). Examples of ritual in Indonesia are ruwatan andslametan.Ruwatan is a ritual to

clean somebody self in order to eliminate problems that already in somebodys self since s (he) was born

(http://www.budaya-indonesia.org). Slametan is the most common religious ritual which symbolizes the

mystic and social unity of those participating in it (Forshee, 2006).

The fourth element of culture is custom. Custom is defined as culturally acceptable pattern of behaviorthat routinely occurs in a particular situation (Wells and Prensky, 1996). Mudik is one example of

Indonesia custom.Mudikis a journey to go back to home-towns and gather with big families. It is usually

done in the end of the fasting month. Then, another element of culture is a myth. A myth is a story with

symbolic elements that represents a cultures idea (Solomon, 2010). This story often emphasizes on some

kind of conflict between two opposing forces, and its outcome serves as a moral guide for listeners. Every

culture creates mythical characters to impart moral lessons. For example, an Indonesian myth Malin

Kundang. This myth tells about a poor women and her son (that is, Malin Kundang). Malin Kundang

decided to go out from their village in order to become rich after return home. In short, Malin Kundang

later became a wealthy person who has a huge ship, great wealth, and a beautiful wife. In one of his

journey, his ship landed on a beach. The villagers recognized him and his mother ran to the beach to meet

her beloved son again. However, Malin Kundang denied meeting his mother because his mother looks old,

poor and dirty woman. The broken-hearted old mother then cursed the son turned into a stone(Wiriatmaja, 2010).

Law is another element of culture. Law is defined as formal rules and regulations that have the sanction

of a governmental body to require or prohibit specific behavior (Wells and Prensky, 1996). Finally, the

most defining elements of culture is values (Lamb et al., 2010). A value is defined as a type of belief about

how one ought or ought not to behave (Rokeach, 1968). Different cultures will provide different values.

For instance, Western values are characterized by separateness. In other words, western people are

relatively independent and individualistic. On the other hand, non-western values are more interdependent

and collective (Evans et al., 2009). Table 1 provides values differences for several countries.

Table 1. Values differences in several countries

Americanvalues*

Australianvalues**

Chinesevalues***

Thailandvalues****

Malaysianvalues*****

Achievement and

success

Activity

Efficiency and

practicality

Progress

Respect for

democracy

A strong sense of

justice

A sense of fairness

Tolerance

Family

orientation

Guanxi

Yuan

Mianzi

Renqing

Ego orientation

Grateful

relationship

orientation

Smooth

interpersonal

Valuing time

Perseverance

Pleasure of

working

Dignity of

simplicity



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Material comfort

Individualism

Freedom

External conformity

HumanitarianismYouthfulness

Fitness and health

Care for others

A powerful sense of

egalitarianism

A less selfish society

Freedom of self-determination

reciprocity relation

orientation

Flexibility

adjustment

orientationReligiosity

orientation

Education

competenceorientation

Interdependence

orientation

Fun-leasure

orientation

Achievement-taskorientation

Character

Kindness

Influence of

examples

Obligation of dutyWisdom of

economy

Patience

Improvement oftalent

Joy of originating

Source: * Schiffman and Kanuk (2010), **Blackwell et al. (2007), *** Sian et al. (2007), **** Komin (1995, inRachman,2007 )

The Measurement of Culture

There are three approaches that are frequently used to examine culture: content analysis, consumer

fieldwork, and value measurement instruments (Schiffman et al., 2010). However, many research on

culture applied values as one way of measuring culture (Javidan et al., 2006; Yo and Donthu, 2002)

There are several ways to measure values (Schiffman et al., 2010). Firstly, values can be measured by

inferring values from the cultural milieu. For instance, marketers can identify values reflected in magazine

titles, TV programs, comic books, and others. Schiffman et al. (2010) also pointed out that popular songs

are also indicators of values. In the specific, the violent song lyric can be as an indication of a decline in

values.

Secondly, values can be measured by using means-end chain analysis. This approach assumes that

people link very specific product attributes (indirectly) to terminal values: We choose among alternative

means to attain some end state we value (Solomon, 2009). Solomon further stated that a technique that

called laddering is used to uncover consumers association between specific attributes and these general

consequences.

Finally, values can be measured by using value instruments such as Rokeach Value Survey (RVS) and

List of Values (LOV). Furthermore, there has been a gradual increase in measuring values by means ofsurvey (questionnaire) research. Researchers use data collection instruments to ask people how they feel

about such as basic personal and social concepts as freedom, comfort, national security, and peace

(Solomon et al., 2010). This is because the values that characterize a society cannot be observed directly.

They can be inferred from various cultural products or asking members of society to score their personal

values (de Mooij, 2004).

According to Schiffman et al. (2010), there are two main criteria to select the specific core values.

First, the value must be pervasive. In other words, a significant portion of the people in a society (for

example, Indonesia) must accept that value and use it as a guide for their behavior. For instance, harmony

is one of Indonesian core values. This is because Indonesian believes that individual should serve as a

harmonious part of the family or group, and the nation (Wirawan and Irawanto, 2007). Second, the valuemust be enduring. The specific value must have influenced the actions of people in that society for over an

extended period of time.

On the other hand, values have changed in many places in the world the last several decades as the

result of globalization (Hawkins and Mothersbaugh, 2010). Table 2 shows how values changes in western

culture.



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Table 2. Values changes in Western culture

Traditional values New values

Self-denial ethic

Higher standard of living

Traditional sex roles

Accepted definition of successTraditional family life

Faith in industry, institutions

Live to work

Hero worship

Expansionism

Patriotism

Unparalleled growth

Industrial growthReceptivity to technology

Self-fulfillment ethic

Better quality of life

Blurring of sex roles

Individualized definition of successAlternative families

Self-reliance

Work to live

Love of ideas

Pluralism

Less nationalistic

Growing sense of limits

Information and service growthTechnology orientation

Source: Plummer (1989, in Blackwell et al., 2007, p.311)

Hofstedes Cultural Dimensions

Hofstede originally identified four dimensions of culture. Those dimensions are power distance,

uncertainty avoidance, individualism and collectivism, and masculinity and femininity. Then, in 1988,Hofstede and Bond added a fifth dimension which called as long-term orientation.

According to Hofstede (2005), power distance is about inequality in a society. It is defined as the

extent to which less powerful members of institutions and organizations within a country expect and

accept that power is distributed unequally (Hofstede, 2005, p.46). The second dimension is uncertainty

avoidance. Uncertainty avoidance reflects to intolerance for uncertainty. It is defined as the extent to

which the members of a culture feel threatened by ambiguous or unknown situations (Hofstede, 2005.

p.167).

The third dimension is individualism and collectivism. Hofstede (2005) stated that individualism and

collectivism has to do with the relationship the individual has with the group and society. In the specific,

individualism and collectivism is about the concept of the self and others. Individualist refers to people

who live in a society in which the interests of the individual prevail over the interest of the group and

societies. All societies have individuals and groups, however, individualism stresses the smallest unit asbeing that where the solution lies (Usunier, 2000).On other hand, collectivism refers to people who live in

societies in which the interest of the group prevails over the interest of the individual. In other words,

people who live in collectivist society prefer to act in a society as we rather than I.The fourth dimension is masculinity and feminity. Masculinity versus feminity refers to the desirability

of assertive behavior against the desirability of modest behavior. According to Hofstede (2005, p.120), a

society is called masculine when emotional gender roles are clearly distinct: men are supposed to be

assertive, tough, and focused on material success, whereas women are supposed to be more modest,

tender, and concerned with quality of life. Furthermore, a society is called feminine when emotional

gender roles overlap: both men and women are supposed to be modest, tender, and concerned with the

quality of life.

A fifth dimension is long term orientation. Hofstede added long term orientation as a new dimension to

his earlier four cultural dimensions in 2001. Long-term orientation refers to the fostering of virtuesoriented toward future rewards in particular, perseverance and thrift. On the other hand, short-term

orientation reflects the fostering of virtues related to the past and present in particular, respect for

tradition, preservation of face, and fulfilling social obligations (Hofstede, 2005, p.210).

Hofstedes cultural dimension is the most cultural dimensions applied to measure culture in many

management and psychology research (Kallini and Hausman, 2007; de Jong et al., 2006; de Mooij, 2004;

Baskerville, 2003, Yoo and Donthu, 2002). Those dimension are usually applied because of its parsimony

in understanding and measuring culture (Kirkman et al., 2006).



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Although those dimensions are often applied in many research , but Hofstedes work has been critized

by other researchers for several reasons (Table 3). For instance, the work of Hofstede is claimed as out-of-

date because it took place in 1967 - 1973 (Jones, 2007; Tsoukatos and Rand, 2007; Soares et al., 2007).

On the other hand, todays world is rapidly changing as a result of changing in global environments,

economic, cultural, political, and others (Jones, 2007; Steenkamp, terHofstede, and Wedel, 1999).

Therefore, some changes are possible (Kaasa and Vadi, 2008). Examples of values changes in Western

cultures can be seen again in Table 2.

Table 3. Critiques toward Hofstedes cultural dimensionsCritiques Researchers (year)

Hofstedes scores across cultural

dimensions for many countries may be

wrong or out-of-date because the

empirical work took place in 1967-1973.

On the other hand, todays rapidly

changing global environment may give

different results.

Reducing culture to four or five dimension

conceptualization

Hofstedes country scores are based on

work-related values. The questionnairewas designed based on IBMs needs and

interest.

Hofstede used sample from a single

multinational corporation (i.e., IBM).

Hofstede utilized equating nation stateswith culture.

Kaasa and Vadi (2008); Jones (2007); Soares,

Farhangmehr, and Shoham (2007); Tsoukatos and

Rand (2007); Steenkamp et al. (1999)

Jones (2007); Kirkman, Lowe, and Gibson (2006)

Steenkamp, terHofstede, and Wedel (1999)

Jones (2007); Tsoukatos and Rand (2007); Javidan

et al. (2006); Steenkamp et al. (1999)

Baskerville (2003)

Source: cited from references stated above

Indonesian Culture

There are two opinions on Indonesian culture (Gunadi, Sutarno, Handayani, and Lutfiah, 1995;

Sastrosupono, 1982). The first opinion is there is no Indonesian culture. Indonesian culture is only about

conversation in order to reach the goal, that is, Indonesian culture itself. The second opinion is Indonesianculture is exist.

According to several Indonesian writers (for example: Kayam, 1997; Gunadi et al., 1995; Hassan 1989;

Joesoef, 1987; Suriasumantri, 1986; Sastrosupono, 1982), Indonesian culture is defined as the peak s of all

tribe cultures. Indonesian culture is also understood as a synthesis from a various variety of culture that

then produces a new culture. There are several indicators of Indonesian culture such as national language

(Indonesian language),Pancasila, Undang Undang Dasar1945, development and modernization, national

songs, and national arts.

A short explanation of Indonesian culture is as follows. The first example is Indonesian language.

Indonesian language is as a representation of Indonesian culture that can be used as a tool to unity and to

identify people as an Indonesian (Hassan 1989, p.21). The second example is Pancasila. Pancasila is the

philosophical foundation of the Indonesian. Furthermore, Pancasila is determined by values that have been

hold by Indonesian people. Most Indonesian people know Pancasila wherever they live even thoughthey understand and apply Pancasila differently according to their situation (Joesoef, 1987).

Magnis-Suseno (1996) has a different opinion about Indonesian culture. According to him, Indonesianculture is as the plural culture which involves many tribes culture such as Javanese culture, Bataknese

culture, Sundanese culture, and others. Furthermore, Magnis-Suseno (1996) has an opinion that Javanese

culture (or other tribe cultures) represents Indonesian culture.



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Sarwono (1998) explains that even though there are many tribe cultures in Indonesia but there are

dominant core values that Indonesian people hold. Those core values are based on criteria that those

values should be accepted and applied whether in Indonesian people attitude or behavior. Those

values are harmony, tolerance, mutual assistance (gotong-royong), and religious.

Harmony and tolerance means to maintain balance in society. For example, peoples ambition should

not be expressively, but Indonesian people should act and say something indirectly in order to avoid

friction with other people. Mutual assistance means work together in order to achieve something. For

example, many people in a village will work together to clean their village once a month or to celebratesomething such as Independence Day or religious days. Harmony, tolerances, and mutual assistance are

known as collectivism culture (Hofstede, 1994). Another Indonesian values is religious. Indonesia is a

country which based on religious values.

Changes in Indonesian Culture

As stated before, values have changed in many places in the world the last several decades as the result of

globalization (Hawkins and Mothersbaugh, 2010). Values, on the other hand, are important factor to

represent culture. Therefore, it can be stated that there are changes in Indonesian cultures.

There samples of Indonesian culture has been changed. As stated by Schiffaman et al. (2010) that

popular songs are also indicators of values changes. For instance, the openness of having affair song lyric

can be as an indication of a decline in values. The song with the title of Sephia from the band called

Sheila on 7 is the first song which demonstrated the openness in having affair in Indonesia. Other songswith the same themes then followed. Indonesian people then are seemed accepted the phenomena of

having an affair.

Research Method

Steps in Scale Development

There are five steps in developing the Indonesian values as shown in Picture 1. The first step was item

generation. Items were generated through three ways: (a) reviewing the literature review on culture and

Indonesian culture, (b) exploratory study, and (c) in-depth interview with experts about the research

context, that is, Indonesian culture. This generation of items can be stated as the most important part of

developing sound measures (Hinkin, 1995, p.971). A combined deductive and inductive approach was

applied to generate items.The second step is scale development. In this part, there are several important aspects to be considered

such as the use of the statements/items (i.e., positively or negatively worded), number of items,

questionnaire response format, and sample size. The third step is data collection. Then, the next step is

scale validation. Data will be examined through reliability and validity analysis. The final step is to pre-

test indicators in several cities. Work to-date has completed into step 2.

Picture 1. Research Process



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Research Literature Research Analysis and Conclusions

Problem Review Method Discussion

Scale

development

Step 1: Step 2: Step 3: Step 4: Step 5: RESEARCHGenerate items Scale development Data Scale evaluation Indicators OUTCOMES

collection pre-test

1.1 Culture definitions 2.1 Deciding items 3.1 Deciding 4.1 Reliability and validity 5.1 Indicators Indonesian

and Indonesian cul- to be used questionnaire examinations pre-test cultural

ture definitions 2.2 Sample consi- lay-out 4.1.1 Reliability (Jakarta, dimensions

1.2 Exploratory survey derations 3.2 Data - Cronbach alpha Bandung,(Jakarta, Bandung, 2.3 Deciding words collection - corrected item- Sema-

Semarang, Surabaya) to be used (Jakarta, total correlation rang,

1.3 In-depth interview (positive or Bandung, Se- 4.1.2 Validity Surabaya)with experts negative state- marang, Su- - Construct validity

1.4 Validity examinations ments) rabaya) -- convergent validity

1.4.1 Content validity 2.4 Response format -- discriminant validity

4.2 Data analysis

4.2.1 Single dimension analysis

4.2.2 Higher-order analysis

Indicator outcomes Indicator outcomes Indicator outcomes Indicator outcomes Indicator outcomes

* Indonesian value * Items to be applied * Data (come from * Dimensions of Indonesian * Dimensions of I

items in the questionnaire respondents who culture (draft) Indonesian culture

live in Jakarta, (final)Bandung,

Semarang, Sura-

baya)

parts of research done

Source: developed for this research based on Verbeke (2007), Parasuraman et al. (2005), Adcock and Collier (2001),

Clark and Watson (1995), Churchill (1979)

Results

Item generation

As appeared in Picture 1, the first step in the scale development process is to generate scale items. Items

were generated from a combined deductive and inductive approach. The deductive approach emphasizes

theoretical definitions of the concept (that is Indonesian values). On the other hand, the inductive approach

starts from empirical reality. In this research, an exploratory research was conducted in which respondents

were asked to describe in an open-ended format about Indonesian values. There were 2100 questionnaires

were distributed to respondents in Jakarta, Bandung, Semarang, and Surabaya. All respondents were

chosen with two main criteria: (1) that respondent live in one of four research areas (Jakarta, Bandung,Semarang, or Surabaya), and (2) that respondents should work in the area that they live. A total of 1455

usable questionnaires were used to identify Indonesian values.

In-depth interviews with experts were also conducted. Five experts were chosen based their expertise

in culture subjects. The results of those interviews were an understanding of values and Indonesian values.In that interview, experts were also asked whether frequently mentioned values are parts of Indonesian

values. Multi-item scales then were developed based on frequently mentioned values (Table 4 and Table

5). There were 162 items were proposed for further analysis. Furthermore, the content validity of the items

was assessed by two judges. Those judges were asked whether those items represent frequently mentioned

value statements. The results showed that all items were retained and small revisions were made due to

clarity improvement.



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Table 4. Frequently mentioned values (positive)

Rank Values1

23

4

56

7

8

9

10

11

1213

14

15

16

17

18

19

2021

Mutual cooperation (gotong-royong)

Religion (agama)Tolerance (toleransi/tenggang rasai)

Democracy (demokrasi)

Five principles of the Republic of Indonesia (Pancasila)Culture (budaya)

Kinship, Family (kekeluargaan)

Unity, Oneness (persatuan dan kesatuan)

Hospitable (ramah-tamah)

Well mannered (sopan santun)

Consensus (musyawarah)

Social (sosial)Humanity (kemanusiaan)

Justice (keadilan)

Honesty (kejujuran)

Divinity (KeTuhanan)

Togetherness (kebersamaan)

Mutual assitance (tolong-menolong)

Mutual respect (saling menghormati)

The Constitution of Indonesia (UUD 1945)Harmony (kerukunan)

Table 5. Frequently mentioned values (negative)

Rank Values1

2

34

5

6

7

8

9

10

Individualism / egoist (individualisme/egois)

Corruptiopn (korupsi)

Corruption, Collusion, and Nepotism (KKN: korupsi, kolusi, dan nepotisme)Materialism (materialistis)

Comsumtive (konsumptif)

Anarchy (anarki)

Group priority (mementingkan golongan)

Western oriented] (mengikuti budaya barat)

Fanatism (fanatisme)

Hedonism (hedonisme)

Conclusion

Understanding culture and specifically Indonesian culture are important for many researchers and

practitioners. This is because culture shapes people behavior. In other words, understanding culture also

means that we can understand other people and also knowing ourselves (Ljubi et al., 2009).Researching Indonesian cultural dimensions is also important. This is because many research focuses on

culture are applying Hofstedes cultural dimensions. Thanks to Hofstede for pioneering cultural

dimensions. However, Hofstedes cultural dimensions have also been criticized by many scholars. Again,

as stated before that the applicability of the dimensions to all culture may not appropriate. Thus,

researching Indonesian cultural dimensions is a must. We realize that scale development process described

in this paper is not yet completed. However, the work to-date provided Indonesian values which can beused in by other researchers working in this area.

Acknowledgement



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This paper is part of our research with the title of Pengidentifikasian dimensi-dimensi budaya Indonesia:

pengembangan skala dan validasi. This research is funded by Hibah Bersaingresearch grant (2011) and

LPPM University of Pelita Harapan (2011).

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