Dampak etnosentrisme konsumen terhadap kesediaan orang Indonesia untuk membeli produk Cina = The impact of consumer ethnocentrism towards Indonesian's willingness to buy Chinese products

Elicia, Evelyn (2021) Dampak etnosentrisme konsumen terhadap kesediaan orang Indonesia untuk membeli produk Cina = The impact of consumer ethnocentrism towards Indonesian's willingness to buy Chinese products. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Dengan sentimen anti-Cina yang sudah mengakar sejak lama dan penelitian sebelumnya yang menunjukkan bahwa Indonesia merupakan negara dengan etnosentrisme yang tinggi, maka peningkatan ekspor barang-barang konsumsi China ke Indonesia pada tahun 2019 ini yang mengarahkan penelitian ini untuk menyelidiki dan menguji lebih lanjut apakah Consumer Etnocentrism dan Consumer Animosity yang dimiliki oleh orang Indonesia yang dimediasi oleh Foreign Product Judgment mempengaruhi Willingness to Buy mereka terhadap produk Cina. Penelitian ini mengambil produk Cina sebagai objek penelitian, dengan menggunakan Konsumen Indonesia di Jabodetabek yang akrab dengan pembelian produk Cina (Made in China) sebagai subjek. Penelitian ini menggunakan teknik non-probability judgement sampling dan kuesioner elektronik (Google Form) dengan jumlah responden 150 orang. Dengan menggunakan metode Partial Least Square-Structural Equation Modeling (PLS-SEM) dan software SmartPLS, didapatkan hasil bahwa Consumer Etnocentrism dan Consumer Animosity Indonesia tidak berpengaruh negatif terhadap Willingness to Buy produk Cina, dan tidak ada pengaruh mediasi dari Foreign Product Judgment dalam hubungan ini. Hasil juga menunjukkan bahwa Consumer Etnocentrism Indonesia berpengaruh signifikan dan positif terhadap Consumer Animosity Indonesia. Implikasi manajerial dari penelitian ini adalah rekomendasi bagi perusahaan domestik untuk menekankan kearifan lokal dan perusahaan multinasional untuk melokalisasi produknya untuk meningkatkan rasa keakraban. / With the anti-Chinese sentiment that has been rooted for a long time and previous studies which show that Indonesia is a country with high ethnocentrism, it is the increase of China’s consumer goods exported to Indonesia in 2019 that leads this research to further investigate and examine if Indonesian Consumer Ethnocentrism and Consumer Animosity mediated by Foreign Product Judgment affects their Willingness to Buy Chinese products. This research takes Chinese products as the research object, using Indonesian Consumer in Jabodetabek familiar with the purchase of Chinese products (Made in China) as subject. This research uses a non-probability judgment sampling technique and an electronic questionnaire (Google Form) with 150 respondents. Using Partial Least Square-Structural Equation Modeling (PLS-SEM) method and SmartPLS software, result shows that Indonesian Consumer Ethnocentrism and Consumer Animosity did not have a negative impact on Willingness to Buy Chinese products, and there was no mediation effect from Foreign Product Judgment in these relationship. It is shown that Indonesian Consumer Ethnocentrism had a significant and positive influence on Indonesian Consumer Animosity. The Managerial implications of this research is recommendation for domestic companies to emphasize local wisdom and Multinational companies to Localize their products to increase the sense of familiarity.

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