Abstract
The Covid-19 disease, which is easily spread through human contact, has made the Indonesian government urge its people to implement the Covid-19 health protocol. The attitude of community compliance with the implementation of the health protocol produces different reactions because there are various cultural dimensions. This study uses Hofstede's Cultural Dimensions Theory to understand the cultural values and behavior patterns of Bogor New Market traders. This study aims to analyze the relationship between the cultural dimensions of traditional market traders and compliance with the Covid-19 health protocol. The method used was a survey with a quantitative approach on 42 respondents and enriched by qualitative data in the form of interviews. The unit of analysis studied was individual Pasar Baru Bogor traders. The results of the Spearman Rank test showed that there was no relationship between the cultural dimension and compliance with the Covid-19 health protocol. In addition, this study found inconsistencies in the direction of the relationship between cultural dimensions and compliance with the Covid-19 health protocol which can also be called dissonance, which is a situation where traders behave inconsistently with their knowledge and beliefs.
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