HUBUNGAN ANTARA ETNOSENTRISME KONSUMEN DENGAN INTENSI MEMBELI PAKAIAN IMPORT

Herviani, Sari (2007) HUBUNGAN ANTARA ETNOSENTRISME KONSUMEN DENGAN INTENSI MEMBELI PAKAIAN IMPORT. Other thesis, University of Muhammadiyah Malang.

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Abstract

Most of all teenagers are worrying about being dumped by their community, so they are trying to behave according to their peer group’s norms. We can see this conformity from the similiar things they find enjoyable together, in this case to wear imported clothes. Teens admit that imported clothes - which is flooding Indonesia’s marketing nowaday, reflect their trendy life-style and increase their social status in society. Highly ethnocentric teens – or in other words teens with huge love of Indonesia’s cultures, would considering morality and worst influence that could be happened to Indonesia’s economy situation if they purchase imported clothes, so their intention to buy imported clothes is becoming low. In the other hand, teens with low etnocentrism would have a highly intention of purchasing imported clothes; because they are only thingking about the social acceptance and pleasurement of purchasing imported clothes. This is a quantitative research which the population are 940 students of SMU Negeri 5 Samarinda. The sample are 112 students, taken by cluster sampling technique. Data collected with two kind of scale; ethnocentrism consumer scale and buying intention scale, while product moment correlation used as a method of data analising. From result of the research, we can conclude that there is a very significant and negative correlation (r = -0,269; P = 0,004) between consumer ethnocentrism and intention of buying imported clothes on teenagers; it means that low value of consumer ethnocentrism would followed by increasing on buying intention; to the contrary if the value of buying intention is high it would also followed by decreasing on consumer ethnocentrism. Effective contribution from consumer ethnocentrism to intention of buying imported clothes is about 7,2 %.

Item Type: Thesis (Other)
Subjects: B Philosophy. Psychology. Religion > BF Psychology
Divisions: Faculty of Psychology > Department of Psychology
Depositing User: Zainul Afandi
Date Deposited: 11 Jun 2012 04:28
Last Modified: 11 Jun 2012 04:28
URI: http://eprints.umm.ac.id/id/eprint/7070

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