Konsekuensi Consumer Ethnocentrism: Studi Tentang Fashion Made in China
DOI:
https://doi.org/10.37385/ceej.v6i2.8506Keywords:
Consumer Ethnocentrism, Purchase Intention, Fashion Industry Made in China, Product Image, Consumer BehaviorAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh Consumer Ethnocentrism, General Country Image, dan Product Country Image terhadap Purchase Intention. Berdasarkan hasil analisis, diperoleh beberapa temuan utama: (1) Consumer Ethnocentrism berpengaruh negatif terhadap General Country Image, (2) Consumer Ethnocentrism juga berpengaruh negatif terhadap Product Country Image, (3) General Country Image berpengaruh positif terhadap Product Country Image, (4) Consumer Ethnocentrism berpengaruh negatif terhadap Purchase Intention, (5) Product Country Image berpengaruh positif terhadap Purchase Intention, dan (6) General Country Image tidak berpengaruh terhadap Purchase Intention. Temuan ini menunjukkan pentingnya persepsi konsumen terhadap negara asal produk dalam mempengaruhi niat beli, serta dampak signifikan dari etnosentrisme konsumen dalam membentuk citra negara dan produk.
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