Intrinsic and extrinsic factors contributing to the Success of Javanese Food Entrepreneurs in Kota Kinabalu, Sabah

Syahrul Nizam Salam and Jasman Bandar and Suddin Lada and Ghazali Hassan and Joehan Joehari William and Samsulbhari Mohd Nasir and Kharhan Bin Haji Jait (2025) Intrinsic and extrinsic factors contributing to the Success of Javanese Food Entrepreneurs in Kota Kinabalu, Sabah. International Journal of Academic Research in Business and Social Sciences, 15 (7). pp. 1567-1577. ISSN 2222-6990

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Abstract

The world of food and nutrition is a form of heritage deeply embedded in the culture of every ethnic group, representing the transmission of knowledge from one generation to the next. Each ethnicity expresses its unique characteristics through oral traditions and actions that shape cultural accomplishments. The Javanese community is particularly well-known for the deliciousness of its cuisine, which has become a popular choice not only among the Javanese themselves but also among people from other communities. Therefore, this study examines the intrinsic and extrinsic factors that contribute to the success of food businesses among the Javanese community in Kota Kinabalu, Sabah. This is a case study involving five Javanese participants in Kota Kinabalu who are actively engaged in the food business. The findings reveal that several intrinsic and extrinsic factors serve as motivating drivers that lead to the success of Javanese entrepreneurs in the food industry. The study also presents a new finding, highlighting that the success of the 4Ps of marketing, Product, Place, Price, and Promotion, must be supported by the value of honesty for a food business to continue growing and progressing. The implications of this study provide a new dimension of knowledge and offer practical contributions to enhancing indigenous entrepreneurship, particularly in the food retail business sector. The findings of this study are also useful to the government in advancing food-based entrepreneurship globally.

Item Type:	Article
Keyword:	Javanese Entrepreneurship Community, Intrinsic Factors, Extrinsic Factors, Honesty
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28-9999 Industries. Land use. Labor > HD2321-4730.9 Industry > HD2340.8-2346.5 Small and medium-sized businesses, artisans, handicrafts, trades T Technology > TX Home economics > TX1-1110 Home economics > TX901-946.5 Hospitality industry. Hotels, clubs, restaurants, etc. Food service
Department:	CENTRE > Centre for the Promotion of Knowledge and Language Learning
Depositing User:	JUNAINE JASNI -
Date Deposited:	01 Oct 2025 09:17
Last Modified:	01 Oct 2025 09:17
URI:	https://eprints.ums.edu.my/id/eprint/45300

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