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Heri Kurniawan, Heri
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Journal : ASEAN Marketing Journal

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Effects of Animosity and Allocentrism toward Consumer Ethnocentrism in Shaping Consumers’ Willingness to Purchase: A Case Study on Consumers in Greater Jakarta (Jabodetabek Area) in Purchasing Malaysian Products Selli, Maeyta; Kurniawan, Heri
ASEAN Marketing Journal Vol. 6, No. 1
Publisher : UI Scholars Hub

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Abstract

This paper aims to: (1) specify factors mediating the effects of consumer animosity towards the consumers’ willingness to purchase imported products; (2) specify factors mediating the effects of allocentrism towards consumers’ willingness to purchase imported product; and (3) examine whetherproduct quality comparison between domestic vis-à-vis imported products moderates the relationships between: (a) consumer animosity and consumers’ willingness to purchase (b)ethnocentrism and consumers’ willingness to purchase. A survey was conducted to 209 respondents that have boughtMalaysian products in the past three months and lived in Jabodetabek (Jakarta, Bogor, Depok, and Bekasi) area. The result shows that ethnocentrism mediated the relationship between animosity and consumers’ willingness to purchase; while it does not work as a mediator in the relationship betweenallocentrism and consumers’ willingness to purchase. In addition, product quality comparison does not moderate the relationship between animosity and consumers’ willingness to purchase as well as ethnocentrism and consumers’ willingness to purchase. Interpretations, contributions, and implicationsfor manager are also discussed.
Co-Authors Abdul Amin Abdul Gofur Abdul Hamid Abdul Rozak Adiwira Kencana Agatha Saputri Ahmad Akbar, Ahmad Amiruddin Andini, Sari Syifa Andriani, Rosa Aufa, Bilal Awali, Dian Siti Ayu Savitri, Mai Badawi, Afif Bambang Suharjito Bebeto, Zico Bustomi, Yazid Imam Cut Fiarni Damayanti, Helen Agustin Puspa Darmeli Nasution Dg Marumu, Moh. Natsir Enri, Ultach erika, civi Fadhail Ramadhan, Ahmad Fadhilah, Noerdhafa Farihati , Sitta Alief Fathoni Aji, Rizal Fauzi, Moch Farid Febriyani, Nisa Fitri, Rahmiatul Fitriani, Wirda Geovanne Farell Hanafiyah, Ayun Hidayat , Wahyu Hj Osmara, Nurninashahawana Hudin, Hafid Husni Johan, Arsyelina Ilahi, Harif Iriani Tarigan, Asmara Juliarso, Ahmad Kharismala R, Nurlaila Kohari, Khalis Kurniawati , Kintan Kusuma, Rahmawati Kusumah Wardani, Ari lestari, astri dwi luqman Maharani , Prastika Maharani, Elda Maharani, Fitria Maria Stefanova Br Manik, Icha Mastori, Mastori Mayasari, Nova Mayatopani, Hendra Miftakhurahmat, Moh. Aulia Muhammad Amin Muhammad Lathief Ilhamy Nasution Muhammad Muttaqin Muhibuddin Muhibuddin, Muhibuddin Mulyono, Ferris Hans Muslim Nandang Jamiat Nugraha Nova Mayasari Nugroho, Alvian Nure, Hedrat M. Nurhaswinda Probowasito, Taufik Putri Martinasari, Made Diyah Putri Widia, Amanda Qarni, Waizul Rahmadhani, Ulfa Reza Fahmi Risnawa, Wawan Risnawa Rizal Efendi, Muhammad Rizal, Chairul Romantica, Krishna Prafidya Rusdi Sulaiman Safitri, Febi Sajodin, Sajodin Santika, Selvia Ayu Sari, Della Selli, Maeyta Septiana, Nimas Ayu Sirait, Tamsir Hasudungan Siregar , Hasoloan Sugeng Ariyanto Sukirno Sukirno Surya, Muhammad Prayoga Indra Tarigan , Asmara Iriani Tasril, Virdyra Tia Setiawati Tri Wijayanti Septiarini Wadly, Fachrid Warsihna, Jaka Widia, Amanda Putri Yusuf Sofyan, Jurusan Teknik Elektro Politeknik Negeri Bandung, Parno Raharjo, Tria Maariz, Jurusan Zahra , Aviliani