StandardizationLevitt (1983) and Ohmae (1985) assert that following the trend of globalization, the needs, tastes and technological preferences of consumers will become a similarity that will make the global market will become uniform. They also point out that "this has been further facilitated by the growth of international communication channels, the emergence of global market segments and the emergence of the Internet." (Levitt, 1983; Douglas and Craig, 1986; Yip, Loewe, and Yoshino, 1988). (http://www.sciencedirect.com.v-ezproxy.brunel.ac.uk:2048/science/article/pii/S096959310200094X) Samiee and Roth (1992) emphasize that the conceptualization of standardization has been made in different ways. manners. As if the same strategy could be used in all markets. or it can mean that the same marketing strategy can be adopted in both markets i.e. domestic market and foreign market (Cavusgil, 1993). In addition, some proponents of standardization believe that consumer demand, desire and demand of different markets and the country. They believe that the world is becoming more and more similar in terms of environments and customer needs, whether consumers or not. As they said, standardizing marketing mix elements and creating a market strategy for the entire global commitment to reduce costs and ensure consistency with customers. by AdaptationSands (1979) define “adaptation as the use of marketing strategies without common elements”. In other words, the company must always take into account national identity, lifestyle, language, tastes, etc. Adaptation advocates believe that macro-environmental issues can change based on markets, such as race, occupation, etc. (Baalbaki and Malhotra, 1993; Jain, 1989). Coping strategies change everything, including the price, promotion, and packaging of the product. even the product itself, in order to satisfy the customer in the country in question. Generally, the adaptation strategies used by the company entering a foreign market to achieve a competitive level. Thus, adaptation involves the use of market-specific strategies, where the organization adapts its marketing mix to each environment (Ang & Massingham, 2007; Zou, Andrus, & Norvell, 1997). This involves customizing strategies for different regions, based on various factors. (http://anpad.org.br/periodicos/arq_pdf/a_1205.pdf) Coping strategies change everything, including the price, promotion and packaging of the product or even the product itself, in order to satisfy the customer in a particular context. country. Usually, adaptation strategies are used by the company entering a foreign market to become competitive. Unlike the standardization strategy, proponents of the adaptation approach argue that even globalization trends are growing, but there are still a number of