The effect of consumer ethnocentrism, worldmindendess, and the moderating effect of domestic product judgement to willingness to buy foreign product: Korean noodle = Pengaruh etnosentrisme konsumen, pandangan duniawi, dan efek moderasi penilaian produk domestik terhadap kesediaan untuk membeli produk luar negeri: Mie korea

Jessen, Jessen (2020) The effect of consumer ethnocentrism, worldmindendess, and the moderating effect of domestic product judgement to willingness to buy foreign product: Korean noodle = Pengaruh etnosentrisme konsumen, pandangan duniawi, dan efek moderasi penilaian produk domestik terhadap kesediaan untuk membeli produk luar negeri: Mie korea. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

This study aims to examine the negative effect of consumer ethnocentrism and positive effect of worldmindedness on willingness to buy foreign product: Korean noodle. Domestic product judgement was proposed has a moderating effect on both relationship consumer ethnocentrism and worldmindedness toward willingness to buy foreign product: Korean noodle. the sampling technique used in this study is the non-probability purposive sampling. The sample in this study was 115 respondents with a data collection method in the form of electronic questionnaires. Data was processed using the Partial Least Square-Structural Equation Modelling (PLS-SEM) method with SmartPLS software. The results showed that consumer ethnocentrism does not have negative effect on willingness to buy foreign product: Korean noodle, while worldmindedness has a negative and insignificant effect on willingness to buy foreign product: Korean noodle. In addition, domestic product judgement has no moderating effect on the relationship between consumer ethnocentrism and willingness to buy foreign product: Korean noodle. Furthermore, domestic product judgement has a moderating effect on the relationship between worldmindedness and willingness to buy foreign product: Korean noodle. The managerial implication of this study would provide several recommendations for Indonesian retailers and importer to increase and developing local and foreign products.

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