PERAN ETNOSENTRISME DALAM MEMPENGARUHI NIAT BELI PRODUK ASING (STUDI PADA PRODUK SEPATU ASING NIKE DI KOTA SURAKARTA)

RIDHO S, ISWAHYUDI (2016) PERAN ETNOSENTRISME DALAM MEMPENGARUHI NIAT BELI PRODUK ASING (STUDI PADA PRODUK SEPATU ASING NIKE DI KOTA SURAKARTA). Other thesis, Universitas Sebelas Maret.

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    Abstract

    ABSTRACT THE ROLE OF ETHNOCENTRISM ON INFLUENCING INTENTION TO PURCHASE FOREIGN PRODUCT (An Empirical Study on Nike Shoes Products in Surakarta) Iswahyudi Ridho Saputra NIM. F0211060 The purpose of this study was to determine the effect of moderating role of ethnocentrism in relations of the country of origin image, perception of quality, price fairness and consumer attitude toward purchase intention of foreign product. More specifically, this research conducted on consumers in Surakarta. The data collected in this study through a questionnaire given to respondents. The sample consisted of 250 respondents were recruited using a convenience sampling method. This study used AMOS SEM analysis to examine the relationship among variables. Based on the model analysis of structural SEM obtained the results showed that; the country of origin image affects positively and significantly on attitude, perceptions of quality affects positively and significantly impact on attitude, price fairness effects significantly and positively on attitude, attitude affects positively and significantly on purchase intentions, ethnocentrism did not moderating country of origin image on attitude, ethnocentrism did not moderating perceptions of quality on attitude, ethnocentrismdid not moderating price fairness on attitude and ethnocentrism did not moderating attitude toward purchase intention. The limitations of this study is about the object of this research that it examines Nike shoes only. It could impact to generalization of the findings of the study. Thus, to the future study is expected to eliminate the limintations of this research. Keywords: Consumer Ethnocentrism, Country of origin Image, Perceived Quality, Price Fairness, Attitude, Purchase Intentions.

    Item Type: Thesis (Other)
    Subjects: H Social Sciences > HB Economic Theory
    H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
    Divisions: Fakultas Ekonomi > Manajemen
    Depositing User: Yanny Wulandari
    Date Deposited: 02 Nov 2016 20:10
    Last Modified: 02 Nov 2016 20:10
    URI: https://eprints.uns.ac.id/id/eprint/28137

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