THE ROLE OF ETHNOCENTRISM IN THE BUYING PROCESS OF ... filePeningkatan tren globalisasi dan kemajuan...
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THE ROLE OF ETHNOCENTRISM IN THE BUYING PROCESS OF DOMESTIC PRODUCT (Study on Leather Bag Made in Manding, Yogyakarta) THESIS Compiled to complete the requirements to achieve Master of Management Written by Dewantika Noor Hidayati Kusmono S411302010 MASTER OF MANAGEMENT POST GRADUATE SEBELAS MARET UNIVERSITY SURAKARTA 2015
Transcript of THE ROLE OF ETHNOCENTRISM IN THE BUYING PROCESS OF ... filePeningkatan tren globalisasi dan kemajuan...
THE ROLE OF ETHNOCENTRISM IN THE BUYING PROCESS OF
DOMESTIC PRODUCT
(Study on Leather Bag Made in Manding, Yogyakarta)
THESIS
Compiled to complete the requirements to achieve Master of Management
Written by
Dewantika Noor Hidayati Kusmono
S411302010
MASTER OF MANAGEMENT
POST GRADUATE
SEBELAS MARET UNIVERSITY
SURAKARTA
2015
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ABSTRACT
THE ROLE OF ETHNOCENTRISM IN THE BUYING PROCESS OF
DOMESTIC PRODUCT
(Study on Leather Bag Made in Manding, Yogyakarta)
Dewantika Noor Hidayati Kusmono
S411302010
The increase trend of globalization and advance technology in communication and
transportation enable the consumers to access great variety of products and services from
other countries. The competition between domestic and foreign corporations became
interesting to be studied.
The objective of this researchexplains the relationship among of the observed
variables. There are six relationship, namely, perceived quality and price fairness toward
consumer attitudes toward domestic product, consumer attitudes toward intention to buy
domestic product. Last, role of ethnocentrism as the moderation in this research.
The data is collected by survey and guided by questionnaire to 250 respondents. The
survey is conducted in Yogyakarta by using a convenience sampling method. The constructed
model were measured using five point Likert scale.
The findings show that consumer attitudes toward Leather Bag in Manding is
influenced by price fairness and perceived quality.In the relationship between perceived
quality, price fairness, consumer attitudes, and intention to buy, the ethnocentrism did not
play a moderation role.
Keywords : Ethnocentrism, Consumer Attitudes, Domestic, Intention to buy, Perceived quality, Price
Fairness.
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ABSTRAK
PERAN ETNOSENTRISME DALAM PROSES PEMBELIAN PRODUK DOMESTIK
(Studi Pada Tas Kulit Buatan Manding, Yogyakarta)
Dewantika Noor Hidayati Kusmono
S411302010
Peningkatan tren globalisasi dan kemajuan teknologi komunikasi dan transportasi
memungkinkan konsumen untuk mengakses berbagai macam produk dan jasa dari negara
lain. Persaingan antara perusahaan domestik dan asing menjadi menarik untuk dikaji.
Tujuan dari penelitian ini untuk menjelaskan hubungan antara variabel yang diamati. Ada
enam hubungan, yaitu, persepsi kualitas dan kewajaran harga terhadap sikap konsumen
terhadap produk domestik, sikap konsumen terhadap niat untuk membeli produk dalam
negeri. Terakhir, peran etnosentrisme sebagai moderasi dalam penelitian ini.
Data dikumpulkan oleh survei dan dipandu oleh kuesioner kepada 250 responden.
Survei dilakukan di Yogyakarta dengan menggunakan metode convenience sampling. Model
dibangun diukur dengan menggunakan lima titik skala Likert.
Temuan menunjukkan bahwa sikap konsumen terhadap Tas Kulit Manding di
dipengaruhi oleh kewajaran harga dan persepsi kualitas. Dalam hubungan antara persepsi
kualitas, keadilan harga, sikap konsumen, dan niat untuk membeli, etnosentrisme tidak
memainkan peran moderasi.
Kata kunci: Etnosentrisme, Sikap Konsumen, Produk domestik, Niat Pembelian, Persepsi
Kualitas, Kewajaran Harga.
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MOTTO
“PMA. Positive Mental Attitudes”
Paarsbat
“The most beautiful Make up of a woman is passion”
Yves Saint-Laurent
“Simplicity is the keynote of all the true elegance”
Coco Channel
“A respectable appearance is sufficient to make people more interested in your soul”
Karl Lagerfeld
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I dedicated this thesis to my increadible team
“Mom, Dad, Brother, Sister, and Beloved Partner”
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PREFACE
Greates thanks to :
1. Prof. Dr. Hartono, MS as a chairmam of the UNS Magister Management Program
2. Dr. Budhi Haryanto, MM as a great and increadible advisor
3. All lecture of the UNS Magister Management Program
4. Drs Sumono, Msi and Dra Kustinah, you are all the reason for this hardwork
5. Muhammad Rahardian Kusmono and Wardani asa great supporter
6. Muhammad Adhitya Farkhaan Zamzami as a super partner
7. Kansas, SP, Big Family, and Solo Young Designers as the colour of my day
8. My new family in 40 class of Magister Management, you are rock guys
Surakarta, 1 Desember 2014
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CONTENT LIST
TITTLE ......................................................................................................... i
OFFICIAL LETTER ..................................................................................... ii
APPROVAL .................................................................................................. iii
STATEMENT ................................................................................................ iv
MOTTO ......................................................................................................... V
DEDICATION ............................................................................................... vi
PREFACE ......................................................................................................
CONTENT LIST ...........................................................................................
vii
viii
LIST OF TABLES ........................................................................................ xi
LIST OF DIAGRAMS .................................................................................. xii
ABSTRACT .................................................................................................. xiii
CHAPTER I INTRODUCTION
1.1. Background ............................................................................................. 1
1.2. Research Problems .................................................................................. 5
1.3. Research Objective ................................................................................. 7
1.4. Research Contribution ............................................................................ 7
1.5. Research Justification ............................................................................. 8
CHAPTER II THEORITICAL BACKGROUND HYPHOTESIS
2.1. Study Position ........................................................................................ 10
2.2. Discussion of Observed Variables and Hyphotesis Formula ...................
2.2.1. Consumer Attitudes .................................................................... 12
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2.2.2. The Perceived Quality ................................................................. 13
2.2.3. The Perceived Price Fairness ...................................................... 15
2.2.4. Intention To Buy Domestic Product ........................................... 16
2.2.5. Ethnocentrism ............................................................................. 17
2.3. Theoritical Model .................................................................................. 20
CHAPTER III RESEARCH METHODOLOGY
3.1. The Study Scope .................................................................................... 23
3.2. Sampling and Data Collection Method .................................................. 24
3.3. Operational Definition and Research Instrumental Mesurement
3.3.1. Perceived Quality ........................................................................ 25
3.3.2. Price Fairness .............................................................................. 25
3.3.3. Ethnocentrism ............................................................................. 26
3.3.4. Consumer Attitudes .................................................................... 26
3.4. Analysis Method
3.4.1. Descriptive Analysis ................................................................... 27
3.4.2. Statistical Analysis ...................................................................... 27
3.4.3. Structural Equation Modeling Analysis ...................................... 28
CHAPTER IV FINDINGS AND DISCUSSION
4.1. Descriptive Analysis Result .................................................................... 33
4.2. Research Instrument Analysis
4.2.1. Validity Test ................................................................................. 35
4.2.2. Reliability Test ............................................................................. 36
4.2.3. Normality Test ............................................................................. 37
4.3. Structural Equation Modeling Analysis
4.3.1. The Sample Adequacy ................................................................. 39
4.3.2. Outliers ......................................................................................... 39
4.3.3. Goodness of Fit Analysis ............................................................. 41
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4.3.4. Modification ................................................................................ 42
4.4. Moderation Analysis ............................................................................... 43
4.5. Hypothesis Analysis and Discussion ...................................................... 48
4.5.1. Relationship Between Perceived Quality and Consumer Attitudes 49
4.5.2. Relationship Between Price Fairness and Consumer Attitudes 50
4.5.3. Relationship Between Intention to Buy and Consumer Attitudes 51
4.5.4. Relationship Between Perceived Quality, Price Fainrness, Toward
Consumer Attitudes, and Consumer Attitudes toward Intention to
Buy Moderating by Ethnocentrism ................................................
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CHAPTER V CONCLUSION AND IMPLICATION
5.1. Conclusion .............................................................................................. 58
5.2. Implication
5.2.1. Theoritical Implication ................................................................. 59
5.2.2. Practical Implication .................................................................... 59
5.2.3. Future Study Implication ............................................................. 60
5.3. Limitation ............................................................................................... 61
BIBLIOGRAPHY ......................................................................................... 62
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LIST OF TABLES
Appendix 1 Respondent Distribution
Appendix 2 Convergent Validity Variable of Perceived Quality
Appendix 3 Convergent Validity Variable of Price Fairness
Appendix 4 Convergent Validity Variable of Ethnocentrism
Appendix 5 Convergent Validity Variable of Consumer Attitudes
Appendix 6 Convergent Validity Variable of Intention to Buy
Appendix 7 Convergent Validity Test
Appendix 8 Convergent Reliability Result
Appendix 9 Normality Test Result
Appendix 10 Outliers Test Result
Appendix 11 Evaluation of Goodness-of-Fit indices
Appendix 12 Evaluation of Goodness-of-Fit indices After Modified
Appendix 13 Hyphotesis Testing Result
Appendix 14 Hyphotesis Testing Result of Moderation
Appendix 15 Questioner
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LIST OF DIAGRAM
1.1 Theoritical Framework ............................................................................ 21
Appendix 9 Normality Test Result ............................................................... 89
Appendix 12 Evaluation of Goodness-of-Fit indices After Modified ............ 94
Appendix 14 Hyphotesis Testing Result of Moderation ............................... 96
