The role of consumer ethnocentrism and country of origin affect the purchase intention of Converse shoes = Peranan etnosentrisme konsumen dan negara asal berpengaruh terhadap niat beli sepatu Converse

Swenjaya, Winston (2021) The role of consumer ethnocentrism and country of origin affect the purchase intention of Converse shoes = Peranan etnosentrisme konsumen dan negara asal berpengaruh terhadap niat beli sepatu Converse. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini bertujuan untuk mengetahui minat beli konsumen sepatu Converse dengan pengaruh etnosentrisme konsumen, efek negara asal, dan peran mediasi sikap terhadap merek asing. Merek Converse menurun selama bertahun-tahun yang sesuai dengan niat pembelian sepatu Converse karena sikap konsumen terhadap merek asing. Metode survei digunakan dalam penelitian ini. Pengumpulan data dilakukan dengan menggunakan kuesioner instrumen dengan mendistribusikannya ke 117 pelanggan sepatu Converse. Pengambilan sampel teknik dilakukan dengan convenience sampling. Pendekatan yang digunakan adalah Parsial Pemodelan Persamaan Struktur Kuadrat Terkecil menggunakan program Smart PLS 3.0. Itu hasil penelitian menunjukkan bahwa etnosentrisme konsumen Indonesia memiliki pengaruh yang signifikan dan dampak negatif pada sikap terhadap merek Converse tidak didukung, negara asal origin effect berpengaruh signifikan dan positif terhadap sikap terhadap Converse merek didukung, sikap terhadap merek Converse berpengaruh positif terhadap pembelian niat produk merek Converse didukung dan signifikan. Lokal perusahaan harus terus tumbuh dalam merek, untuk membuat Indonesia memiliki rasa bangga dan prestasi terhadap merek Indonesia sendiri. Pelanggan Indonesia akan membeli barang-barang mahal tanpa memperhatikan asal-usulnya. Pelanggan Indonesia akan membeli barang-barang mahal berdasarkan fungsionalitas, kebanggaan dan preferensi daripada asal-usul./ This research aims to determine consumer’s purchase intention of Converse shoes with the influence of consumer ethnocentrism, country of origin effect, and the mediating role of attitude towards the foreign brand. Converse’s brand is declining through years which corresponds with the purchase intention of Converse shoes because of the attitude towards the foreign brand by consumers .The survey method was used in this research. Data collection is carried out using a questionnaire instrument by distributing it to 117 Converse shoes customers. The sampling technique was carried out by convenience sampling. The approach used is Partial Least Square-Structural Equation Modeling using the Smart PLS 3.0 program. The results showed that Indonesia consumer ethnocentrism has a significant and negative impact on attitude towards Converse brand is not supported, country of origin effect has a significant and positive impact on attitude towards Converse brand is supported, attitude towards Converse brand positively influences purchase intention of Converse brand products is supported and significant. Domestic companies must continue to grow in brands, to make Indonesia have sense of pride and acomplishment towards Indonesian’s own brands. Indonesian customers will buy expensive items with no regards of the origins. Indonesian customers will buy expensive items based on functionality, pride and preference rather than origins.

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