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All Journal Journal of Management and Business Review Abdi Dosen : Jurnal Pengabdian Pada Masyarakat Proceeding National Conference Business, Management, and Accounting (NCBMA) Return : Study of Management, Economic and Bussines Klabat Journal of Management Proceeding of International Conference on Entrepreneurship (IConEnt)
Wijayanti, Cynthia Anna
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Religion Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Public Health Social Sciences

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Journal : Klabat Journal of Management

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The Role of Ethnocentrism and Animosity on Willingness to Buy Chinese Products; Does Foreign Product Judgement Mediate the Relation? Wijayanti, Cynthia Anna; Elicia, Evelyn
Klabat Journal of Management Vol. 5 No. 1 (2024): Klabat Journal of Management
Publisher : Faculty of Economics and Business, Universitas Klabat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60090/kjm.v5i1.1038.1-18

Abstract

Due to long-standing anti-Chinese sentiments and prior research highlighting Indonesia's high ethnocentrism, this study aims to delve deeper and explore whether Indonesian Consumer Ethnocentrism and Animosity impact their willingness to purchase Chinese products, with foreign product judgment serving as an intervening variable. This study focuses on Chinese products and involves Indonesian consumers in the Jabodetabek region familiar with purchasing goods made in China. The research employed a non-probability judgment sampling technique and used an electronic questionnaire to collect responses from 150 participants. Utilizing the Partial Least Square-Structural Equation Modeling (PLS-SEM) method with SmartPLS software. The findings indicate that Indonesian Consumer Ethnocentrism and Consumer Animosity did not negatively affect the willingness to buy Chinese products. Additionally, no mediating effect was observed through Foreign Product Judgment in these relationships. However, the research revealed Indonesian Consumer Ethnocentrism's significant and positive influence on Indonesian Consumer Animosity. Regarding managerial implications, this study recommends that domestic companies highlight local cultural values, while multinational corporations should consider localizing their products to enhance consumer familiarity.
The Role of Consumer Ethnocentrism, Perceived Quality, Perceived Price, and Perceived Brand Image on Willingness to Buy Erigo Clothing Ciu, Edgar; Wijayanti, Cynthia Anna
Klabat Journal of Management Vol. 5 No. 1 (2024): Klabat Journal of Management
Publisher : Faculty of Economics and Business, Universitas Klabat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60090/kjm.v5i1.1056.49-71

Abstract

The initial survey findings revealed that Indonesian consumers prefer supporting local brands but are reluctant to purchase them if the prices exceed those of foreign brands. Additionally, they are open to foreign brands effectively marketed in Indonesia. This study examines and analyzes the impact of consumer ethnocentrism, perceived quality, perceived price, and perceived brand image on the willingness to purchase Erigo apparel. Employing a quantitative approach, the study used PLS-SEM as the data analysis method with SmartPLS software. Non-probability purposive sampling was utilized to gather responses from 192 participants via Google Forms. The study uncovered a positive and significant influence of consumer ethnocentrism, perceived price, and perceived brand image on the willingness to buy Erigo apparel. However, perceived quality had a positive but statistically non-significant impact on this willingness. The managerial contribution includes Erigo's leveraging consumer ethnocentrism by promoting local craftsmanship and cultural diversity, enhancing its pricing strategy to reflect value, and strategically building a positive brand image to stand out against foreign competitors. Focused campaigns, fair pricing, and active social media engagement can significantly boost consumer interest in purchasing Erigo clothing.
Co-Authors Ciu, Edgar Elicia, Evelyn Filma Festivalia, Filma Harefa, Jeanete Abigail Johanes, Winty Juniarty, Juniarty Kristiyono, Yokie Radnan Parengkuan, Zipora Hana Sakura Robert Kristaung Sari, Yuca Yolanda Sembel, Jacquelinda Sandra Siahaan, Juniarty Syamsir Abduh Utari, Fidelia