Authenticity and The Journey from Local Identity to Global Trust in Indonesian Products

DOI

10.2991/978-2-38476-607-9_2How to use a DOI?

Keywords

authenticity; local identity; global trust; Indonesian products; digital communication strategy; inclusive growth; SDG 8; SDG 9; SDG 12

Abstract

This research will explore the notion of authenticity as a spell, which is one of the communication styles that can help shape Indonesian products from domestic brand to global trust. So, where it used to be important to only the best in the area at one point, today it is true for an invincible customer relationship analyst digital revolution and global competition. Qualitative descriptive method is used in this research, which involves in-depth interviews with a single informant through purposive sampling since the participants had considerable insight as well as active participation in the Indonesian brands’ communication strategy. Can even how some of the Indonesian brands communicate to their customers.

This research innovatively uncovers that transparency, strong cultural pillars, moral production narrative and a consistent digital identity matter significantly in how authenticity is constructed around brands and therefore the trust they garner. But authenticity is no longer a marketing strategy but rather an investment of time into your values, the consistency of messaging and doing things within your community will be what authenticity truly looks like going forward. Digital is the medium of real stories getting around the world. The research clearly signals that authenticity then becomes the pragmatic bridge connecting both pillars of local identity and global trust, making Indonesian products able to compete in the global market without giving up on its unique cultural identity. In addition, this research contributes both theoretically to the development of digital communication studies and practically by providing strategic insights for Indonesian brands to build sustainable and globally competitive authenticity-based communication.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Niluh Ayu Anggaswari
AU  - Tine Agustin Wulandari
PY  - 2026
DA  - 2026/08/06
TI  - Authenticity and The Journey from Local Identity to Global Trust in Indonesian Products
BT  - Proceedings of the 9th International Conference on Business, Economics, Social Sciences & Humanities – Humanities and Social Sciences Track (ICOBEST-HSS 2026)
PB  - Atlantis Press
SP  - 3
EP  - 23
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-607-9_2
DO  - 10.2991/978-2-38476-607-9_2
ID  - Anggaswari2026
ER  -