ANALYSIS OF CONSUMER LIFESTYLE AND ETHNOCENTRISM TOWARDS QUALITY PERSPECTIVES AND THEIR IMPLICATIONS ON CONSUMER PURCHASE INTENTIONS OF ETHNIC PRODUCTS

Pramono Hari Adi, Rio Dhani Laksana

Abstract


With the enactment of the Asean Economic Community (AEC) as a single market in the Southeast Asia Region at the end of 2015, it is possible for one country to easily sell goods and services to other countries throughout Southeast Asia so that competition will be fiercer. Barriers to trade will tend to decrease or even become non-existent and open up markets for growing domestic Industry Achieving a satisfactory level of quality has become more difficult as continuous product improvement is required. The perception of quality is objective.

Perception of quality is the customer’s perception of the attributes that are considered important. This study will develop a model of consumer ethnocentrism, social identity, perceived quality on consumer buying interest in ethnic products with consumer attitudes as the intervening variable. This study uses a research sample of consumers of Banyumas typical batik products. The sample of this study was 100 consumers of Banyumas batik users taken by purposive sampling with questionnaires as the data collection method. The data were processed using Partial Least Square (PLS) analysis tools. The data used in this study are primary data collected from respondents’ answers based on the questionnaire given, as many as 100 people. Data processing method uses the path analysis method (Path Analysis) with the help of SPSS version 23.0. Statistical testing uses the individual parameter significance test (t test) and simultaneoussignificance test (F test).

The results showed that simultaneously Lifestyle variables, Consumer Ethnocentrism and Quality Perception significantly influence Work Productivity. Partially shows that analysis, 1: Lifestyle variables significantly influence Purchase Intention, whereas analysis, 2: Consumer Ethnocentrism variables significantly influence Purchase Intention and on the analysis,3: Quality Perception variable has a significant effect on Consumer Purchase Intention

 

Keywords: ethnocentrism, perceived quality and purchase intention.


Full Text:

PDF

References


Astuti, Sri Wahyuni dan Cahyadi, I Gde. 2007. Pengaruh Elemen Ekuitas Merek Terhadap Rasa Percaya Diri Pelanggan di Surabaya Atas Keputusan Pembelian Sepeda Motor Honda. Majalah Ekonomi, Tahun XVII, No.2 Agustus 2007.

Bahts en Kavak dan Lale Gumusluoglu, 2016. International Journal of Market Research Vol. 49 Issue 1.

Basu, Swastha DH., Irawan. 2008. Manajemen Pemasaran Modern, Edisi Kedua, Cetakan ketigabelas, Yogyakarta: Liberty Offset Charlescian Anggi J. Ellyawati, 2015. e-journal.uajy, pp. 1-14

Darmadi Durianto, Sugiarto, dan Tony Sitinjak, 2011. Strategi Menaklukkan Pasar Melalui Riset Ekuitas dan Perilaku Merek, Jakarta : PT. Gramedia Pustaka..

Durianto, Darmadi, 2010. Manajemen Pemasaran. Andi Offset, Yogyakarta.

Fahmi, Irham, 2011. Manajemen Teori, Kasus dan Solusi. Bandung : Alfabeta

Gerald, Corey. 2012, Theory & Practice of Group Counseling. Cengage Learning: USA

Hasibuan, Malayu S.P, 2011. Manajemen Dasar, Pengetian, Dan Masalah : Bumi Aksara.

Howard, D. G. (2009). “Understanding How American Consumers Formulate Their Attitudes about Foreign Products.” Journal of International Consumer Marketing 2 (2): 7-24.

Ida Ayu Mas Laksmi Dewi dan Eka Sulistyawati, 2016. E-Jurnal Manajemen Unud, Vol. 5, No.8, 2016:5128-5154

ISSN : 2302-8912

Iska, Zikri Neni. 2008. Psikologi Pengantar Pemahaman Diri dan Lingkungan. nJakarta: Kizi Brother.

Kaynak, E. and Kara, A. 2012. Consumer Perceptions of Foreign Products – An Analysis of Product-Country Images and Ethnocentrism, European Journal of Marketing, 36 (7/8): 928-949

Keller, K.L. 2013. Strategic Brand Management:Building Measuring and Managing Brand Equity”, 2nd ed.Upper Saddle River, N.J : Parson Education International

Kotler,Philip, Veronica Wong, John Saunders dan Amstrong, Gary, 2005. Principles of Marketing. Fourth European Edition

Li et al., 2012. The Impact of Countryof-Origin Image, Consumer ethnocentrism and Animosity on Purchase Intention. Journal Of Software, Vol. 7, No. 10, October 2012.

Liu, Weining, Lan-Yun Chang, and Jing-Ru Lin. 2012. Consumer Lifestyle Matters: Evidence from Gray Markes in China. Journal of Servis Sciece and Managemen.Vol. 5. pp. 196-205.

Mandey, Silvya L. 2009. Pengaruh Faktor Gaya Hidup Terhadap Keputusan Pembelian Konsumen. Jurnal Vol. 6. No. 1.

Nataša Renko, PhD, Biljana Crnjak Karanović, PhD dan Matea Matić, PhD, 2012. Influence Of Consumer ethnocentrism On Purchase Intentions : Case Of Croatia Ekon. Misao Praksa Dbk. God Xxi. (2012.) Br. 2. (529-544)

Nugraheni, P. N. A. 2003. Perbedaan Kecenderungan Gaya Hidup Hedonis Pada Remaja Ditinjau dari Lokasi Tempat Tinggal. Surakarta: Fakultas Psikologi UMS.

Orth, Ulrich, Harold, F. Koening, et al., 2007. Cross National Difference in Consumer Response to The Framing of advertising Message An


Refbacks

  • There are currently no refbacks.