ABSTRACT: This research aims
to identify the tendency ethnocentrism, attitudes, and intentions of consumers
in buying shoes product which is made by Small and Medium Enterprises (SMEs)
using the concept of ethnocentrism. Ethnocentrism is a sociological concept first
introduced by Sumner (1906) which refers to attitudes, beliefs, standards, and
the excessive behavior of a personfor something in environment. Shimp and
Sharma (1987) says that consumers who are etnocentric consumers who have views
about the suitability and moral in buying behavior of foreign products.The
sample for this research is 232 students Faculty of Economic, University of
Brawijaya. Descriptive statistical methods using frequency distribution, cross
tabulation method (crosstabs), and chisquare test of independence are used to
analyze data. From this research, it found that there is a tendency of
ethnocentrism among students of the Faculty of Economics, University of
Brawijaya in selecting at a product. The results also showed that students who
have a tendency of ethnocentrism, moderate, and non-ethnocentrism have a
positive attitude toward Small and Medium Enterprises. This is evidenced by the
students intention to buy Small and Medium Enterprises shoes product, but by
considering the factors at affordable prices, quality products, attractive
models which is up to date, as well as earned income.
Keywords: ethnocentrism
tendency, attitudes, intentions
Penulis: Nanang Suryadi, Dimas
Hendrawan
Kode Jurnal: jpmanajemendd100046
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