PENGARUH ETHNOSENTRISME KONSUMEN TERHADAP KETERLIBATAN PENGAMBILAN KEPUTUSAN PEMBELIAN PRODUK
Keywords:
consumer ethnocentrism, CETSCALE, low involvement, high involvementAbstract
The objective of this study was to determine consumer ethnocentrisme in Palembang. Ethnocentrism defined as the tendency of consumers to accept or reject any foreign-made products. Ethnocentrism is considered as an effortt better understand consumer behavior related to affective and normative aspect to buy national product. CETSCALE, ethnocentrisme scale consumers from Shrimp & Sharma used in this study. Data collection used a questionnare with seven points of measurement Likert Scale. A convinience sample of 90 students was employed in this study. The Spearman test apply to the correlation of consumer ethnocentrisme and low involvement also high involvement decission process. The result conclude that consumers have a low preference to use of local product, among low invelvement and high involvement decission process. Indonesian government and companies need to increasing consumers awereness to use local product.References
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Penerbit ANDI, Yogyakarta.
Learning Yogyakarta.
Batra R, Ramaswamy V, Alden DL, Steenkamp J-BEM, Ramachander S. (2000). Effects
of Brand Local and Nonlocal Origin on Consumer Attitudes in Developing
Countries. Journal of Consumer Psychology, P 83-95.
Bawa, Anupam. (2004). Consumer Ethnocenrism: CETSCALE Validation and
Measurement of Extent. VIKALPA. Volume 29. No. 3.
Brkic, Nenand. Corbo, Miralem. Berberovic, Denis. (2011). Ethnocentrism and
Animositiy in Consumer Behavior in Bosnia and Herzegovina and Implications for
Companies. Economic Review
De Mooij, Marieke. (2004). Consumer Behavior and Culture: Consequences for Global
Marketing and Advertising. Thousand Oaks, CA; Sage Publications.
Luque-Martinex, Teodoro, Ibanez-Zapata, Jose-Angel and Barrico-Garcia, Salvador del.
(2000). Consumer Ethnocentrism Measurement; An Assessment of Reliabiltiy and
Validity of the CETSCALE in Spain. European Jorunal of Marketing, 34(11/12),
P1353-1373.
Netemeyer, Richard G, Durvasula, Srivinas and Lichtenstein Donald . (1991). A Cross-
National Assessment of the Reliability and Validity of the CETSCALE. Journal of
Marketing Theory and Practice. 5(4) P68-76.
Schiffman, Leon.G. Kanuk, Leslie Lazar. (2000). Consumer Behavior. Prentice-Hall, Inc.
New Jersey; Upper Saddle River
Shimp, T.A., Sharma, S. (1987). Consumer Ethnocentrims: Construction and Validation
of the CETSCALE. Journal of Marketing Research, Vol. 24 No. 3
Wang CL, Chen ZX. (2004). Consumer Ethnocentrism and Willingness to Buy Domestic
Products in Developing Country Setting Testing Moderating Effects. Journal of
Consumer Marketing.21(6) P391-400.
Wu, Jianlin, Zhu Ning, Dai Qi. (2010). Consumer Ethnocentrism, Produc Attitudes and
Purchase Intentions of Domestic Product in China. Scientific Research.
International Conference on Engineering and Business Management (EBM 2010)
2009. Panduan Praktis SPSS 17 untuk Pengolahan Data Statistik. Wahana Komputer dan
Penerbit ANDI, Yogyakarta.
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2012-05-01
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