ISSN: 2222-6990
Open access
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.
Caliskan, A., Norhidayah, A., & Noriza, I. (2020b). Sensorial evaluations of Malaysian Traditional Kuih made from gluten free leftover coconut pulp flour, Journal of Gastronomy, Hospitality and Travel (JOGHAT), 3(1), 87-100
Faridah, A., & Mohd Amin, R. (2020). Cultural values and customer service quality in ethnic food businesses in Malaysia. Journal of Business and Social Development, 8(1), 45–57.
Hamzah, N., & Karim, M. S. (2021). Location factors and business performance among traditional food entrepreneurs. Malaysian Journal of Consumer Studies, 25(2), 101–114.
Han, R. B. Y. F., Ambotang, A. S. Bin, Sulaiman, G. Bin, Salam, S. N., & Pantulusang, D. N. B. (2025). Exploring the Relationship between Technology Adaptation and Digital Innovation with Leadership Strategies as a Mediator for Digital Leadership in the Underprivileged School. International Journal of Academic Research in Progressive Education and Development, 14(2), 1601-1616.
Ismail, S., & Zulkifli, M. (2022). Halal integrity and food quality assurance among ethnic food vendors in Malaysia. International Journal of Halal Studies, 5(1), 66–78.
Liyana, R., Azman, N., & Hafizi, M. H. (2023). Ethical pricing strategies among micro food entrepreneurs in Malaysia. Journal of Entrepreneurship and Business Innovation, 6(1), 28–41.
May, R. Y. Y., Latip, M. S. A., Jailani, A. J. A., Amin, S. F. M., & Kadir, M. A. A. (2020). Service quality , satisfaction and destination loyalty of gastronomic tourist : A case study of street food stalls in George Town , Penang. City University EJournal of Academic Research (CUeJar), 2(1), 125–140.
Norazlina, S., Azura, N., & Fadzil, M. F. (2023). Cultural identity and consumer loyalty in ethnic food enterprises. Asia Pacific Journal of Marketing and Logistics, 35(4), 825–842.
Johan Johnes, N., Rahim, S. A., & Roslan, H. (2018). Cultural heritage and economic resilience among Malay sub-ethnic communities. Southeast Asian Social Science Review, 4(2), 77–89.
Md.Sharif, M. S., Nor, N. M., Zahari, M. S. M., & Jeinie, M. H. (2017). The Malay Traditional Food Preparation. Asian Journal of Quality of Life, 2(7), 39. https://doi.org/10.21834/ajqol.v2i7.63
Md. Sharif, S., Hassan, R., & Zainuddin, A. (2017). Exploring traditional economic practices through the lens of local wisdom. Malaysian Journal of Social Science and Humanities, 12(3), 55–68.
Jalaludin, N. H. (2022). Ulam-ulaman dan Akal Budi Melayu. Dlm. Gastronomi Alam Melayu. Bangi: Penerbit Universiti Kebangsaan Malaysia (UKM).
Rahim, N. H., Yusoff, M. N., & Salleh, S. M. (2021). Entrepreneurial success factors among Malay food vendors: A qualitative perspective. Journal of Small Business and Community Enterprise, 9(2), 110–126.
Mohamed, R. A. K. (2024). Antologi Anekdot Makanan Tradisional. Ipoh: IPGM Kampus Ipoh.
Mohamed, R. A. K. (2024). Preserving tradition through entrepreneurship: A case study of Malay-Javanese economic adaptation. Malaysian Journal of Ethnic Studies, 11(1), 19–33.
Hj. Mahali, S. N. (2021). Pelestarian nilai budaya beracuankan kearifan tradisi. Pengajian Liberal Dan Kelangsungannya Dalam Landskap Pendidikan Negara, June, 199–218
Salam, S. N., Bandar, J., Lada, S., Ambotang, A. S., Sulaiman, G., & Muhammad, M. (2024). Self-Employment Strategies: Transforming Job Loss Into Entrepreneurial Success in The Post-Pandemic Gig Economy. International Journal of Academic Research in Business and Social Sciences, 14(4), 655–666.
Salam, S. N., Fadzilah, A. H. H., Mursidi, A., Amirul, A. L., Ali, E. R., bin Jamilm, M. F., ... & Anim, T. J. C. The Influence of Economic Literacy and Student Attitude on the Self-Concept Achievement of Business Students. Telematique Journal, 23 (1), 356 - 374
Siti Nurhaliza, I., & Roslan, A. (2022). Community trust and the sustainability of micro-enterprises in Sabah. Borneo Economic Journal, 15(1), 88–103.
Salam, S. N. (2022, Jun 17). Memperkasa Keusahawanan Pertanian Luar Bandar Sabah. Utusan Borneo. https://www.pressreader.com/malaysia/utusan-borneo-sabah/20220617/281741273083751
Zahari, M. S. M., Tumin, A., Hanafiah, M. H., & Majid, H. N. A. (2019). How the acculturation of Baba Nyonya community affect Malacca food identity? Asian Ethnicity, 20(4), 486–502. https://doi.org/10.1080/14631369.2019.1605825
Zakaria, Z. and Hua, A. (2022) “Sifat dan Konsumsi Budaya Melayu dalam Pelancongan Malaysia: Satu Kajian Literatur”, Malaysian Journal of Social Sciences and Humanities (MJSSH), 7(11), p. e001970. doi: 10.47405/mjssh.v7i11.1970.
Zakaria, H., & Hua, T. K. (2022). Consumer preferences for traditional food in Malaysia: A study on taste, culture, and value perception. International Journal of Gastronomy and Food Science, 8(1), 1–9.
Zainab, A. H., & Hafiz, R. M. (2024). Cultural aesthetics as a marketing tool in ethnic restaurants. Journal of Cultural Studies and Business Innovation, 7(2), 144–160.
Salam, S. N., Bandar, J., Lada, S., Hassan, G., William, J. J., Nasir, S. M., & Jait, K. B. H. (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), 1567–1577.
Copyright: © 2025 The Author(s)
Published by HRMARS (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode