Etnosentrisme Konsumen, Kerentanan Pengaruh Normatif, Permusuhan Konsumen terhadap Kesediaan untuk Membeli
Abstract
This study aims to examine the impact of consumer ethnocentrism, vulnerability to normative influence, and consumer hostility towards purchasing foreign products in Indonesia in the context of Indonesian franchised products. This research method is quantitative. Questionnaires are used to collect sample data. 350 questionnaires were distributed by direct delivery survey to targeted respondents, and 208 were returned for processing. The data analysis used is PLS 3.3.0. The results showed, a) consumer ethnocentrism towards consumer hostility has a value of t count > t table, namely 2.193 > 1.96; b) susceptibility to normative influences on consumer hostility has a value of t count > t table, namely 2.144 > 1.96; c) consumer ethnocentrism towards purchasing foreign products has a value of t count > t table, namely 6.858 > 1.96; d) susceptibility to normative influence on the purchase of foreign products has a value of t count < t table, namely 0.827 < 1.96; e) consumer hostility towards purchasing foreign products has a value of t count > t table, namely 3.524 > 1.96. In conclusion, a) consumer ethnocentrism has a positive relationship with consumer hostility; b) susceptibility to normative influence is positively related to consumer hostility; c) consumer ethnocentrism has a negative relationship with purchasing foreign products; d) vulnerability to normative influences is not related to the purchase of foreign products; e) consumer hostility is negatively related to the purchase of foreign products.
Keywords: Consumer Ethnocentrism, Susceptibility to Normative Influences, Purchase of Foreign Products, Consumer Hostility
References
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Shimp, T. A., & Sharma, S. (1987). Consumer Ethnocentrism: Construction and Validation of the CETSCALE. Journal of Marketing Research, 24, 280–289. https://doi.org/10.2307/3151638
Souiden, N., Ladhari, R., & Chang, L. (2018). Chinese Perception and Willingness to Buy Taiwanese Brands: the Role of Ethnocentrism and Animosity. Asia Pacific Journal of Marketing and Logistics, 30(4), 816–836. https://doi.org/10.1108/APJML-09-2017-0203
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Ahmed, Z., Anang, R., Othman, N., & Sambasivan, M. (2013). To Purchase or Not to Purchase US Products: Role of Religiosity, Animosity, and Ethno-Centrism Among Malaysian Consumers. Journal of Services Marketing, 27(7), 551–563. https://doi.org/10.1108/JSM-01-2012-0023
Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes, 40(2), 179–211. https://doi.org/10.4135/9781446249215.n22
Akdogan, M. S., Ozgener, S., Kaplan, M., & Coskun, A. (2012). the Effects of Consumer Ethnocentrism and Consumer Animosity on the Re-Purchase Intent: the Moderating Role of Consumer Loyalty. EMAJ: Emerging Markets Journal, 2(1), 1–12. https://doi.org/10.5195/emaj.2012.15
AlShebil, S., Rasheed, A. A., & Al-Shammari, H. (2011). Coping with Boycotts: An Analysis and Framework. Journal of Management and Organization, 17(3), 385–397. https://doi.org/10.1017/s183336720000153x
Balmer, J. M. T., & Chen, W. (2015). China’s Brands, China’s Brand Development Strategies and Corporate Brand Communications in China. Journal of Brand Management, 22(3), 175–193. https://doi.org/10.1057/bm.2015.13
Batra, R., Homer, P.M. & Kahle, L.R. (2001). Values, Susceptibility to Normative
Influence, and Attribute Importance Weights: A Nomological Analysis.
Journal of Consumer Psychology, 11 (2), 115–128. https://doi.org/10.1207/S15327663JCP1102_04
Bearden, W. O., Netemeyer, R. G., & Teel, J. E. (1989). Measurement of Consumer Susceptibility to Interpersonal Influence. Journal of Consumer Research, 15, 473–481. https://doi.org/10.1086/209186
Brown, L., Edwards, J., & Hartwell, H. (2013). Eating and Emotion: Focusing on the Lunchtime Meal. British Food Journal, 115(2), 196–208. https://doi.org/10.1108/00070701311302186
Cialdini, R. B., & Goldstein, N. J. (2004). Social Influence: Compliance and Conformity. Annual Review of Psychology, 55, 591–621. https://doi.org/10.1146/annurev.psych.55.090902.142015
Ettenson, R. & Klein, J. (2005). The Fallout from French Nuclear Testing in the
South Pacific. International Marketing Review, 22(2), 199-
224. https://doi.org/10.1108/02651330510593278
Fishbein, M., & Ajzen, I. (1975). Belief, Attitude, Intention and Behavior:
An Introduction to Theory and Research. Boston: Addison-Wesley
Hair, J. F., Sarstedt, M., Pieper, T. M., & Ringle, C. M. (2012). The Use of Partial Least Squares Structural Equation Modeling in Strategic Management Research: A Review of Past Practices and Recommendations for Future Applications. Long Range Planning, 45(5–6), 320–340. https://doi.org/10.1016/j.lrp.2012.09.008
Heslop, L., Lu, I. R. R., & Cray, D. (2006). Reaching New Heights After Falling To The Depths: Recovering From A Country Image Faux Pas. Paper Presented at Administrative Science Association of Canada (ASAC), Banff, Canada, June 3-6. https://repository.library.carleton.ca/concern/research_works/bn9996734?locale=en
Huang, Y. A., Phau, I., & Lin, C. (2010). Consumer Animosity, Economic Hardship, and Normative Influence: How Do They Affect Consumers’ Purchase Intention?. European Journal of Marketing, 44(7/8), 909–937. https://doi.org/10.1108/03090561011047463
Ishii, K. (2009). Nationalistic Sentiments of Chinese Consumers: The Effects and Determinants of Animosity and Consumer Ethnocentrism. Journal of International Consumer Marketing, 21(4), 299–308. https://doi.org/10.1080/08961530802282232
Klein, J. G. (2002). Us Versus Them, or Us Versus Everyone? Delineating Consumer Aversion to Foreign Goods. Journal of International Business Studies, 32, 345–363. http://dx.doi.org/10.1057/palgrave.jibs.8491020
Klein, J. G., Ettenson, R., & Morris, M. D. (1998). The Animosity Model of Foreign Product Purchase: an Empirical Test in the People’s Republic of China. Journal of Marketing, 62(1), 89–100. https://doi.org/10.2307/1251805
Leong, S. M., Cote, J. A., Ang, S. H., Tan, S. J., Jung, K., Kau, A. K., & Pornpitakpan, C. (2008). Understanding Consumer Animosity in an International Crisis: Nature, Antecedents, and Consequences. Journal of International Business Studies, 39(6), 996–1009. https://doi.org/10.1057/palgrave.jibs.8400392
Li, Xianguo, Jing, Y., Xia, W., & Da, L. (2012). The Impact of Country-of Origin Image, Consumer Ethnocentrism and Animosity on Purchase
Intention. Journal of Software, 7 (10), 2263-2268. http://www.jsoftware.us/vol7/jsw0710-17.pdf
Mrad, S., Sheng, S., & Hart, L. (2013). Do Rumblings Lead to Real Action? A Case of Animosity and Boycott in China. International Journal of China Marketing, 3(2), 35–48. http://t.www.na-businesspress.com/IJCM/MradSB_Web3_2_.pdf
Park, J. E., & Yoon, S.-J. (2017). Antecedents of Consumer Animosity and the Role of Product Involvement on Purchase Intentions. American Journal of Business, 32(1), 42-57. http://dx.doi.org/10.1108/AJB-08-2016-0028
Sabrina, H. L & Rahmi, A. (2019). Online Costumer Behavior in Food Tourism. Journal of Business Studies and Management Review (JBSMR), 3(1), 32-35. https://doi.org/10.22437/jbsmr.v3i1.8519
Tabassi, S., Esmaeilzadeh, P., & Sambasivan, M. (2012). The Role of Animosity, Religiosity and Ethnocentrism on Consumer Purchase Intention: a Study in Malaysia Toward European Brands. African Journal of Business Management, 6(23), 6890–6902. https://doi.org/10.5897/ajbm11.2867
Schiffman, L., & Kanuk, L. L. (2008). Perilaku Konsumen, (7th ed.).
Jakarta: Indeks
Sen, S., Gürhan-Canli, Z., & Morwitz, V. (2001). Withholding Consumption: A Social Dilemma Perspective on Consumer Boycotts. Journal of Consumer Research, 28(3), 399–417. https://doi.org/10.1086/323729
Shimp, T. A., Dunn, T. H., & Klein, J. G. (2004). Remnants of the U.S. Civil War and Modern Consumer Behavior. Psychology and Marketing, 21(2), 75–91. https://doi.org/10.1002/mar.10116
Shimp, T. A., & Sharma, S. (1987). Consumer Ethnocentrism: Construction and Validation of the CETSCALE. Journal of Marketing Research, 24, 280–289. https://doi.org/10.2307/3151638
Souiden, N., Ladhari, R., & Chang, L. (2018). Chinese Perception and Willingness to Buy Taiwanese Brands: the Role of Ethnocentrism and Animosity. Asia Pacific Journal of Marketing and Logistics, 30(4), 816–836. https://doi.org/10.1108/APJML-09-2017-0203
Tajfel, H. (1974). Social Identity Theory of Intergroup Behavior. Social Science
Information, 13(2), 65-93. https://doi.org/10.1177/053901847401300204
Toporowski, W., & Lademann, R. (2014). The Importance of Assortment, Pricing, and Retail Site Location for Competition in Food Retailing - Results from Marketing Research. Marketing ZFP, 36(2), 131–140. https://doi.org/10.15358/0344-1369_2014_2_131
Wang, W., He, H., & Li, Y. (2013). Animosity and Willingness to Buy Foreign Products: Moderating Factors in Decision-Making of Chinese Consumers. Asia Pacific Business Review, 19(1), 32–52. https://doi.org/10.1080/13602381.2011.640133
Willer, R. K. (2006). Dispelling the Myth of a Global Consumer Indonesian Consumer Behavior Researched by Means of an Analytical Diagram for Intercultural Marketing With a Case Study of Sunsilk Shampoo for the Veiled Woman. Disertasi. University of Zu Berlin, Berlin
Published
2023-05-30
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