Hasil Pencarian  ::  Simpan CSV :: Kembali

Abstrak :
Terror management theory mengemukakan manusia yang mengalami kecemasan kematian akan berusaha meredakan, salah satu caranya dengan meneguhkan pandangan dunia kultural. Penulis mengajukan bahwa saliansi mortalitas berpengaruh terhadap intensi membeli kaos buatan Indonesia, dengan identifikasi sebagai orang Indonesia sebagai variabel moderator. Pengaruh diuji dengan eksperimen melibatkan tiga kelompok partisipan pelajar SMA Negeri 43 Jakarta (N = 108). Kelompok saliansi mortalitas tinggi memiliki intensi membeli kaos buatan Indonesia yang lebih tinggi dibandingkan kelompok saliansi mortalitas rendah atau kontrol. Tetapi, identifikasi sebagai orang Indonesia tidak dapat berperan sebagai variabel moderator dalam hubungan ini. Temuan studi dapat diterapkan sebagai strategi pemasaran produk dalam negeri.

---

Terror management theory stated that people who experienced death anxiety try to reduce it, one of the way is bolstering cultural worldview. The author proposed that mortality salience has impacts in purchase intention of t-shirt made in Indonesia, moderated by identification as Indonesian. This proposition is tested by an experiment involving three groups of student from SMA Negeri 43 Jakarta (N = 108). High mortality salience group has higher purchase intention than low mortality salience or control group. But, identification as Indonesian, actually, cannot be moderator variable in this relationship. This result can apply in market strategy of local products.

Abstrak :
This research aims to investigate the role of government buy-local campaign to increase consumer willingness to purchase local products in Indonesia. This paper also aims to identify relevant mediating variables between exposure to ?buy local? campaign and willingness to purchase local products. This research use questionnaire data from 394 respondents selected using purposive sampling method. Product specific constructs are asked and analyzed separately in four different product categories (e.g. Produce, Leather, Culinary and Creative products). Data was analyzed using Structural Equation Model and compared further between product categories. The study found that exposure to the buy local promotion campaign does increase consumer ethnocentrism, attitude toward the campaign and toward domestic products. Consumer ethnocentrism does increase attitude toward domestic product and willingness to purchase local products.