WAS Gallery is an art gallery located in Slangit Village, Cirebon Regency, which specializes in producing
various traditional crafts, particularly Cirebon masks, and has successfully reached the national market with
customers across different regions of Indonesia. This study aims to further explore the communication
strategies employed by consumers and the outcomes of intercultural communication in the business negotiation
process between WAS Gallery and clients from diverse regions. The research was conducted at WAS Gallery
in Slangit Village, Klangenan District, Cirebon Regency, West Java, using a qualitative descriptive method
through interviews, documentation, observation, and literature review as data collection techniques. The study
is grounded in Gudykunst’s theory of intercultural communication, which includes four key indicators: cultural,
sociocultural, psychocultural, and environmental. The findings reveal that these four indicators significantly
influence mutual respect and tolerance among individuals, recognizing that each person brings different cultural
backgrounds that shape their communication styles. This research is expected to help both artisans and
customers enhance trust and mutual appreciation for each other's cultures.