Analisis Pengaruh Consumer Ethnocentrism Tendency Terhadap Purchase Intention: Studi Penelitian Pada Apparel Lokal

Wicaksono, Ardian (2015) Analisis Pengaruh Consumer Ethnocentrism Tendency Terhadap Purchase Intention: Studi Penelitian Pada Apparel Lokal. S1 thesis, STIE Indonesia Banking School.

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Abstract

In modern times, consumer ethnocentrism has become an important strategic tool used by domestic firms in the face of global competition. However, the ability to use this phenomenon and its practical validity can vary in different industrial and cultural contexts. The main purpose of this study was to investigate what leads consumers to ethnocentrism and the effects of their ethnocentrism on attitudes toward product, and subsequently on purchase intentions (PI) The consumer ethnocentric tendency was measured using the famous CETSCALE developed by Shimp and Sharma. Cronbach’s Alpha values of each construct confirmed that a good interring reliability exists with the data. Principle component analysis was employed to determine the important factors of CET SCALE and Structural Equation Model was used to analyze the results. The results revealed that the ethnocentric tendency of consumers is positively correlated with the favorable attitudes of customers towards local apparel brands in Indonesia and also that consumers attitude toward local apparel brand is positively correlated with the purchase intention. Finally, the researchers provide some suggestions for domestic apparel firms in the Indonesia to develop appropriate branding strategies in considering consumer ethnocentrism as a strategic tool Keyword : Consumer Ethnocentris, Local Apaprel Brands, Attitude Toward Product, Purchase Intention

Item Type: Thesis (S1)
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: KODEPRODI61201#Manajemen
Depositing User: Mrs. Deli Apsa
Date Deposited: 25 Sep 2020 03:29
Last Modified: 25 Sep 2020 03:29
URI: http://repository.ibs.ac.id/id/eprint/847

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