Co-shopper and price moderation in the influence of tourist ethnocentrism and brand images on purchase intention
DOI:
https://doi.org/10.26740/bisma.v12n2.p125-139Keywords:
brand image, co-shopper, ethnocentrism, price, purchase intentionAbstract
Purchase intention provides a motivational effect that always recorded in the consumer mind and influential to their consumption behavior. The purpose of this study was to examine the role of co-shopper and price as moderating variables in the relationship between tourist ethnocentrism and brand image on purchase intention. The population in this study were local tourists who visited Banyuwangi and Osing t-shirt stores. The sampling technique was an accidental sampling that collected data from 100 respondents. The analytical method was Moderated Regression Analysis (MRA). The results showed that tourist ethnocentrism and brand image have a positive effect on purchase intention. The influence of tourist ethnocentrism and brand image on purchase intention is stronger when it moderated by the co-shopper variable. Conversely, the influence of tourist ethnocentrism and brand image on purchase intention was statistically not significantly moderated by price.
References
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Semuel, H., & Lianto, A. S. (2014). Analisis E-WOM, Brand Image ,Brand Trust Dan Minat Beli Produk Smartphone Di Surabaya. Jurnal Manajemen Pemasaran, 8(2). http://doi.org/10.9744/pemasaran.8.2.47-54.
Sharma, P. (2015). Consumer ethnocentrism: Reconceptualization and cross-cultural validation. Journal of International Business Studies, 46(3), 381389. http://doi.org/10.1057/jibs.2014.42.
Shimp, T. A., & Sharma. (1987). Consumer Ethnocentrism: Construction and Validation of the CETSCALE. Journal of Marketing Research, 24(August), 280289. http://doi.org/10.2307/3151638.
Sugiyono. (2016). Metode Penelitian Kuantitatif, Kualitatif dan R&D (4th ed.). Alfabeta.
Swani, K., & Yoo, B. (2010). Interactions between price and price deal. Journal of Product and Brand Management, 19(2), 143152. http://doi.org/10.1108/10610421011033494.
Tong, X., & Li, C. (2013). Impact of brand personality and consumer ethnocentrism in Chinas sportswear market. Asia Pacific Journal of Marketing and Logistics, 25(3), 491509. http://doi.org/10.1108/APJML-08-2012-0081.
Tongue, M. A., Otieno, R., & Cassidy, T. D. (2010). Evaluation of sizing provision among high street retailers and consumer buying practices of childrens clothing in the UK. Journal of Fashion Marketing and Management, 14(3), 429450. http://doi.org/10.1108/13612021011061870.
Watson, J. J. (2000). Consumer ethnocentrism and attitudes toward domestic and foreign products. European Journal of Marketing, 34(9), 11491166. http://doi.org/10.1108/03090560010342520.
Yim, M. Y. C., Yoo, S. C., Sauer, P. L., & Seo, J. H. (2014). Hedonic shopping motivation and co-shopper influence on utilitarian grocery shopping in superstores. Journal of the Academy of Marketing Science, 42(5), 528544. http://doi.org/10.1007/s11747-013-0357-2.
Yim Wong, C., Polonsky, M. J., & Garma, R. (2008). The impact of consumer ethnocentrism and country of origin sub-components for high involvement products on young Chinese consumers product assessments. Asia Pacific Journal of Marketing and Logistics, 20(4), 455478. http://doi.org/10.1108/13555850810909759.
Boley, B., Magnini, V. P., & Tuten, T. L. (2013). Social media picture posting and souvenir purchasing behavior: Some initial findings. Tourism Management, 37(August 2013), 2730. http://doi.org/10.1016/j.tourman.2012.11.020.
Chieh, Y., King, B., & Lee, H. (2018). Behavioral intentions of arts festival tourists. Journal of Destination Marketing & Management, 10(December 2018), 6167. http://doi.org/10.1016/j.jdmm.2018.06.004.
Ersi, D. Y., & Semuel, H. (2014). Analysis CRM, kepuasan pelanggan dan loyalitas produk. Jurnal Manajemen Pemasaran. 8(1), 18. http://doi.org/10.9744/pemasaran.8.1.1-8.
Fanani, A. (2020). 2019, kunjugan Wisatawan ke Banyuwangi Tembus 5,4 Juta. Acces from website Detik News: https://news.detik.com/berita-jawa-timur/d-4864264/2019-kunjugan-wisatawan-ke-banyuwangi-tembus-54-juta/ on 19 January 2020.
Ferdinand, A. (2002). Pengembangan Minat Beli Merek Ekstensi. Universitas Diponegoro.
Fu, Y., Liu, X., Wang, Y., & Chao, R. F. (2018). How experiential consumption moderates the effects of souvenir authenticity on behavioral intention through perceived value. Tourism Management, 69(December 2018), 356367. http://doi.org/10.1016/j.tourman.2018.06.023.
Ghozali, I. (2016). Aplikasi Analisis Multivariate denganProgram IBM SPSS 23 (VIII). Badan Penerbit Universitas Diponegoro.
Insch, A., Prentice, R. S., & Knight, J. G. (2011). Retail buyers decision-making and buy national campaigns. Australasian Marketing Journal, 19(4), 257266. http://doi.org/10.1016/j.ausmj.2011.07.003.
Jalilvand, M. R., & Samiei, N. (2012). The effect of electronic word of mouth on brand image and purchase intention: An empirical study in the automobile industry in Iran. Marketing Intelligence and Planning, 30(4), 460476. http://doi.org/10.1108/02634501211231946.
Jean-Pierre, L.-M., & Porral, C. C. (2016). Food private label brands: the role of consumer trust on loyalty and purchase intention. British Food Journal, 12(4), 564578. http://doi.org/10.1108/bfj-08-2015-0299.
Kim, S., & Thorndike Pysarchik, D. (2000). Predicting purchase intentions for uni-national and bi-national products. International Journal of Retail & Distribution Management, 28(6), 280291. http://doi.org/10.1108/09590550010328544.
Kotler, P., & Keller, K. L. (2016). Marketing Management 15 Global Edition. New York: John Willey and Sons, inc. http://doi.org/10.1080/08911760903022556.
Kumar, S., & Sadarangani, P. (2018). An Empirical Study on Shopping Motivation among Generation Y Indian. Global Business Review. http://doi.org/10.1177/0972150918807085.
Lee, J., & Lee, Y. (2018). Effects of multi-brand companys CSR activities on purchase intention through a mediating role of corporate image and brand image. Journal of Fashion Marketing and Management, 22(3), 387403. http://doi.org/10.1108/JFMM-08-2017-0087.
Lee, Y., Kim, S., Seock, Y., & Cho, Y. (2009). Tourists attitudes towards textiles and apparel-related cultural products¯: A cross-cultural marketing study. Tourism Management, 30(5), 724732. http://doi.org/10.1016/j.tourman.2008.10.007.
Luque-martõ, T., Iba, Â., & Barrio-garcõ, S. (2000). An assessment of the reliability and validity of the CETSCALE in Spain Consumer ethnocentrism measurement. European Journal of Marketing, 34(11), 13531373. http://doi.org/10.1108/03090560010348498.
Merrilees, B., & Miller, D. (2019). Companion shopping: the influence on mall brand experiences. Marketing Intelligence and Planning, 37(4), 465478. http://doi.org/10.1108/MIP-08-2018-0340.
Monalisa, T. (2015). Pengaruh Etnosentrisme Konsumen Kota Malang Terhadap Niat Beli Buah Lokal. Parsimonia, 2(2), 2333. Acces from website Parsimonia: http://jurnal.machung.ac.id/index.php/parsimonia/article/view/17/.
Pentz, C., Terblanche, N., & Boshoff, C. (2017). Antecedents and Consequenses of Consumer Ethnocentrism: Evidence from South Africa. International Journal of Emerging Markets, 12(2). http://doi.org/10.1108/IJoEM-09-2015-0189.
Riefler, P., & Diamantopoulos, A. (2009). Consumer cosmopolitanism¯: Review and replication of the CYMYC scale. Journal of Business Research, 62(4), 407419. http://doi.org/10.1016/j.jbusres.2008.01.041.
Rusdan, B. I., Sulhaini, & Dayani, R. (2018). Pengaruh Kecenderungan Konsumen Etnosentrisme Dan Kepercayaan Produk Domestik Terhadap Keinginan Untuk Membeli Produk Elektronik di Kota Mataram NTB. Distribusi, 6(1). http://doi.org/10.29303/distribusi.v6i1.26.
Saffu, K., Walker, J. H., & Mazurek, M. (2010). The role of consumer ethnocentrism in a buy national campaign in a transitioning country: Some evidence from Slovakia. International Journal of Emerging Markets, 5(2), 203226. http://doi.org/10.1108/17468801011031829.
Sari, V. P. (2018). Pengaruh Consumer Ethnocentrism Dan Citra Perusahaan Terhadap Minat Beli Dengan Citra Merek Global Sebagai Variabel Mediasi [Universitas Negeri Yogyakarta]. Acces from website Eprints@UNY: http://eprints.uny.ac.id/id/eprint/59668.
Seidenfuss, K. U., Kathawala, Y., & Dinnie, K. (2013). Regional and country ethnocentrism: broadening ASEAN origin perspectives. Asia Pacific Journal of Marketing and Logistics, 25(2), 298320. http://doi.org/10.1108/13555851311314077.
Semuel, H., & Lianto, A. S. (2014). Analisis E-WOM, Brand Image ,Brand Trust Dan Minat Beli Produk Smartphone Di Surabaya. Jurnal Manajemen Pemasaran, 8(2). http://doi.org/10.9744/pemasaran.8.2.47-54.
Sharma, P. (2015). Consumer ethnocentrism: Reconceptualization and cross-cultural validation. Journal of International Business Studies, 46(3), 381389. http://doi.org/10.1057/jibs.2014.42.
Shimp, T. A., & Sharma. (1987). Consumer Ethnocentrism: Construction and Validation of the CETSCALE. Journal of Marketing Research, 24(August), 280289. http://doi.org/10.2307/3151638.
Sugiyono. (2016). Metode Penelitian Kuantitatif, Kualitatif dan R&D (4th ed.). Alfabeta.
Swani, K., & Yoo, B. (2010). Interactions between price and price deal. Journal of Product and Brand Management, 19(2), 143152. http://doi.org/10.1108/10610421011033494.
Tong, X., & Li, C. (2013). Impact of brand personality and consumer ethnocentrism in Chinas sportswear market. Asia Pacific Journal of Marketing and Logistics, 25(3), 491509. http://doi.org/10.1108/APJML-08-2012-0081.
Tongue, M. A., Otieno, R., & Cassidy, T. D. (2010). Evaluation of sizing provision among high street retailers and consumer buying practices of childrens clothing in the UK. Journal of Fashion Marketing and Management, 14(3), 429450. http://doi.org/10.1108/13612021011061870.
Watson, J. J. (2000). Consumer ethnocentrism and attitudes toward domestic and foreign products. European Journal of Marketing, 34(9), 11491166. http://doi.org/10.1108/03090560010342520.
Yim, M. Y. C., Yoo, S. C., Sauer, P. L., & Seo, J. H. (2014). Hedonic shopping motivation and co-shopper influence on utilitarian grocery shopping in superstores. Journal of the Academy of Marketing Science, 42(5), 528544. http://doi.org/10.1007/s11747-013-0357-2.
Yim Wong, C., Polonsky, M. J., & Garma, R. (2008). The impact of consumer ethnocentrism and country of origin sub-components for high involvement products on young Chinese consumers product assessments. Asia Pacific Journal of Marketing and Logistics, 20(4), 455478. http://doi.org/10.1108/13555850810909759.
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2020-04-07
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Suryaningsih, I. B. (2020). Co-shopper and price moderation in the influence of tourist ethnocentrism and brand images on purchase intention. BISMA (Bisnis Dan Manajemen), 12(2), 125–139. https://doi.org/10.26740/bisma.v12n2.p125-139
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