The effect of consumer ethnocentrism and consumer cosmopolitanism towards the willingness to buy of local and US Product: The Study on Young Consumers in Greater Jakarta

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Augustinus, Jonathan (2018) The effect of consumer ethnocentrism and consumer cosmopolitanism towards the willingness to buy of local and US Product: The Study on Young Consumers in Greater Jakarta. Undergraduate thesis, Sekolah Tinggi Manajemen IPMI.

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Abstract

Nowadays, Globalization is happening all around the world. Technology advancement is one of the stimuli of globalization which makes distance feels so much closer. Globalization will create open economy by penetrating product from all over the world into a certain country. Open economy will provide a wider product variation for consumer, however this might harm local economy as the competition in the market is getting tighter. This might create consumer internal conflict on whether to try various products from other country or protect the local economy. Other than that, these days Indonesian positive view on US is decreasing. This might happened because the recent US government policy since the elected president Trump era creates a lot of controversies. It is interesting to see the result of Indonesian (Greater Jakarta) population reaction to US product through consumer ethnocentrism and consumer cosmopolitanism. The study will be conducted in Indonesia especially in Greater Jakarta (JABODETABEK) and using convenience sampling to spread survey to 352 respondents. The study will use structural equation modeling for analyzing the research. Based on the study, it is found that consumer ethnocentrism will affect positively on local product evaluation and hence positive willingness to buy local product while affect negatively on foreign product evaluation and hence negative willingness to buy foreign product. Consumer cosmopolitanism will affect positively on both local and foreign product evaluation and hence positive on willingness to buy on local and foreign product. Keywords: Consumer Ethnocentrism, Consumer Cosmopolitanism, Product Evaluation, Willingness to Buy

Item Type: Thesis (Undergraduate)
Subjects: H Social Sciences > HD Industries. Land use. Labor
Divisions: Thesis > Bachelor of Business Administration
Depositing User: Putri Dwi Novia
Date Deposited: 16 Jan 2020 05:43
Last Modified: 16 Jan 2020 06:45
URI: http://repository.ipmi.ac.id/id/eprint/172

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