Hasil Pencarian  ::  Simpan CSV :: Kembali

"ABSTRAKTesis ini bertujuan untuk membahas pengaruh brand name, product involvement, dan consumer ethnocentrism terhadap purchase intention. Penelitian ini menggunakan penelitian eksperimen dengan factorial design 2 (brand name: local vs foreign name) x2 (product involvement: low vs high involvement) x2 (consumer ethnocentrism: low vs high ethnocentrism). Hasil penelitian menunjukan bahwa foreign name memiliki purchase intention yang lebih tinggi dibandingkan dengan local name. Hasil yang sama terjadi ketika foreign name dikombinasikan dengan low-involvement product, sedangkan pada high-involvement product, tidak terdapat perbedaan purchase intention antara penggunaan foreign name dan local name. Ketika foreign name dikombinasikan dengan low ethnocentrism pengaruh foreign name terhadap purchase intention lebih tinggi dibandingkan dengan local name, sedangkan pada konsumen dengan high ethnocentrism, pengaruh local name terhadap purchase intention tidak memiliki perbedaan dengan foreign name. Penelitian ini juga menunjukkan bahwa pada kondisi low involvement dan low ethnocentrism, foreign name memiliki purchase intention yang lebih tinggi dibandingkan dengan local name, sedangkan pada kondisi high involvement dan high ethnocentrism, local name memiliki purchase intention yang lebih tinggi dibandingkan dengan foreign name. Hasil penelitian bermanfaat bagi perusahaan dalam mendesain nama merek yang tepat sesuai dengan tingkat involvement dari produk yang dipasarkan dan juga tingkat ethnocentrisme konsumen.

---

ABSTRACTThis thesis discussed the effect of brand name, product involvement, and consumer ethnocentrism towards purchase intention. This study used experimental approach with factorial design 2 (brand name: local vs foreign name) x2 (product involvement: low vs high involvement) x2 (consumer ethnocentrism: low vs high ethnocentrism. The results showed that in general, foreign names have higher purchase intention and gave. The same outcome occurred when foreign name were combined with low-involvement products, whereas in high-involvement products, there were no interaction effect between foreign and local name. When foreign name were combined with low ethnocentrism, the effect of foreign name will be higher than local name, while for ethnocentric consumer, the effect of local name toward purchase intention was not significantly different compared with foreign name. This study also showed that in the condition of low involvement and low ethnocentrism, foreign name have higher purchase intention compared to local name. While, in high involvement and high ethnocentrism condition, local name have higher purchase intention compared to foreign name. This study gave managerial implication which beneficial for companies in designing appropriate brand name according to the level of involvement of the product they offer to consumer and level of consumer ethnocentrism."

"Tujuan dari penelitian ini terbagi menjadi tiga: (a) memperjelas faktor yang memediasi pengaruh consumer animosity terhadap minat beli konsumen atas produk impor; (b) memperjelas faktor yang memediasi pengaruh allocentrism terhadap minat beli konsumen atas produk impor; dan (c) mengetahui apakah perbandingan kualitas produk antara produk lokal dan produk impor memoderasi hubungan antara consumer animosity dan minat beli konsumen dan hubungan antara etnosentrisme konsumen terhadap minat beli konsumen. Responden dalam penelitian ini berjumlah 209 responden yang pernah membeli produk asal Malaysia dalam kurun waktu tiga bulan terakhir dan berdomisili di Jabodetabek. Hasil penelitian ini menyatakan jika etnosentrisme terbukti memoderasi hubungan antara animosity dan minat beli konsumen. Namun pada hubungan antara allocentrism dan minat beli konsumen, etnocentrisme tidak memainkan peran sebagai moderator. Sementara itu perbandingan kualitas produk terbukti tidak memoderasi hubungan antara animosity dan etnosentrisme terhadap minat beli konsumen. Pembahasan serta konstribusi dan saran juga turut dibahas.

---

The purpose of this paper is three-fold: (a) specifying the factor that mediates the effect of consumer animosity on attitude towards imported products; (b) specifying the factor that mediates the effect of allocentrism on consumers attitudes towards imported product; and (c) examining whether product quality comparison between domestic vis-à-vis imported products moderates the relationships between consumer animosity and consumers willingness to purchase as well as between ethnocentrism and consumers willingness to purchase. A survey was sent to 209 respondents that have bought Malaysian products in the past three months and domicile in Jabodetabek.

The result indicated that ethnocentrism was mediated the relationship between animosity and consumers willingness to purchase. However ethnocentrism was not mediated the relationship between allocentrism and consumers willingness to purchase. In addition, the product quality comparison was not moderated the relationship between animosity and consumers’ willingness to purchase as well as ethnocentrism and consumers willingness to purchase. Interpretations, contributions, and implications for manager are discussed."

"Efek negara asal dan etnosentrisme konsumen sering digunakan dalam penelitian tentang produk kasat mata (tangibel). Dengan perkembangan teknologi di dunia hiburan dan perubahan besar-besaran dalam masyarakat, perkembangan industri subscription video on demand tidak bisa diabaikan, terutama ketika merek-merek besar mulai beroperasi di skala global dan menggunakan strategi hyper-local untuk menarik konsumen. Disney+ Hotstar memperluas cakupannya dengan memasuki pasar Indonesia, dengan menawarkan konten lokal Indonesia bersamaan dengan konten franchise Hollywoodnya untuk ditonton dan dipromosikan secara intens sejak iklan pertama. Penelitian ini bertujuan untuk mencari tahu apakah efek negara asal, dalam hal ini untuk konten dan platform, serta etnosentrisme konsumen memiliki pengaruh terhadap niat beli berlangganan Disney+ Hotstar. Riset ini menggunakan teori planned behavior, juga mengikutsertakan citra merek dan perceived price. Survei dilakukan pada 107 responden. Analisa data dilakukan dengan metode PLS-Structural Equation Modeling. Hasil penelitian ini menunjukkan bahwa perceived price dan sikap pada konten Indonesia muncul sebagai faktor-faktor yang paling berpengaruh pada niat beli dengan efek negara asal dan etnosentrisme konsumen tidak memiliki pengaruh signifikan. Komponen-komponen dari teori planned behavior yaitu sikap, subjective norm, dan perceived behavioral control, juga dibuktikan tidak memiliki pengaruh signifikan. Hasil yang diperoleh penelitian ini bertujuan untuk menambah literatur mengenai hiburan daring dan faktor-faktor yang mempengaruhi niat belinya. Penelitian lebih lanjut disarankan untuk mempertajam pemahaman tentang bagaimana efek negara asal dan etnosentrisme konsumen berperan dalam industri hiburan digital.

---

Country of origin effect and consumer ethnocentrism often used in research to study about tangible products. With the latest development of technology in entertainment and a major shift occured in society, development of subscription video on demand industry cannot be overlooked, especially when big brands start to operate in a global scale, and use hyper-local strategies to attract consumers. Disney+ Hotstar expands its wings to enter Indonesian market, with its offer of serving local Indonesian contents alongside its premium Hollywood franchise contents to watch, intensely promoted since its first advertised. This research aims to find out whether product's country of origin effect, in this term is for both content and platform, and consumer's ethnocentrism has any impact towards their purchase intention of subscribing Disney+ Hotstar. This research utilizes theory of planned behavior, as well as brand image and perceived price. A survey was conducted with 103 respondents. Data were analyzed with PLS-Structural Equation Modeling method. Results show that perceived price and attitude towards Indonesian contents appears as the two most significant variables on influencing purchase intention, while country of origin effect and consumer ethnocentrism has none. Components of theory of planned behavior, such as subjective norm and perceived behavioral control were proven has no significant influence on purchase intention. Results obtained from this research aims to enrich literatures of online entertainment and its factors to influence purchase intention. Further research is suggested to refine the understandings of how country of origin effect and consumer ethnocentrism sits in the digital entertainment industry."

"Penelitian ini dirancang untuk menguji pengaruh etnosentrisme konsumen pada sikap eksplisit dan implisit konsumen terhadap merek dalam dan luar negeri, serta menguji peran social desirability bias sebagai moderator dalam pengaruh tersebut. Etnosentrisme konsumen diukur menggunakan instrumen Consumer Ethnocentrism Tendency Scale (CETSCALE). Sikap eksplisit diukur menggunakan instrumen skala semantik diferensial, sedangkan sikap implisit diukur menggunakan instrumen Implicit Association Test (IAT). Sementara social desirability bias diukur menggunakan instrumen Marlowe-Crowne Social Desirability Scale (M-C SDS). Sebanyak 104 mahasiswa berusia 17-24 tahun berpartisipasi dalam penelitian ini. Berdasarkan analisis pengaruh menggunakan simple regression analysis, ditemukan bahwa etnosentrisme konsumen berpengaruh secara signifikan pada sikap eksplisit terhadap merek dalam negeri (β = 0,234, p < 0,05) dan juga pada sikap implisit (β = -0,267, p < 0,05), namun tidak berpengaruh signifikan pada sikap eksplisit terhadap merek luar negeri (β = 0,120, p > 0,05). Sementara social desirability bias tidak signifikan berperan sebagai moderator dalam pengaruh-pengaruh tersebut (R2 = 0,015; p > 0,05). Maka dari itu, dapat disimpulkan bahwa etnosentrisme konsumen memang berpengaruh terhadap sikap konsumen terhadap merek dalam negeri, namun hal tersebut tidak selalu berarti bahwa konsumen menolak merek luar negeri.

---

This study was designed to examine the effect of consumer ethnocentrism to consumer's explicit and implicit attitude toward local and global brands, and also to test the role of social desirability bias as moderator. Consumer ethnocentrism was measured by Consumer Ethnocentrism Tendency Scale (CETSCALE). Explicit attitude was measured by semantic differential scale, and implicit attitude was measured by Implicit Association Test (IAT). Meanwhile, social desirability bias was measured by Marlowe-Crowne Social Desirability Scale (M-C SDS). There were 104 students aged 17 to 24 years old participated in this study. Based on the effect analysis using simple regression, consumer ethnocentrism was found significantly affect consumer's explicit attitude toward local brand (β = 0,234, p < 0,05) and also consumer's implicit attitude (β = -0,267, p < 0,05), but it didn't significantly affect consumer's explicit attitude toward global brand (β = 0,120, p > 0,05). Meanwhile, the role of social desirability bias as moderator was not found significant (R2 = 0,015; p > 0,05). Therefore, it could be concluded that consumer ethnocentrism did affect consumer's attitude toward local brand, but it didn't necessarily mean that the consumer reject global brand."