Niat Beli Sepatu Merek Lokal oleh Generasi Muda: Pengaruh Consumer Ethnocentrism, Perceived Quality, Perceived Price, dan Perceived Brand Image
DOI:
https://doi.org/10.26740/jim.v9n2.p617-633Keywords:
consumer ethnocentrism, perceived brand image, perceived price, perceived quality, local brand.Abstract
Indonesia is one of the top 4 world footwear producers. On the other hand, there are many well-known foreign brand shoes in Indonesia. Ventela is one of a famous shoes local brand in Indonesia. The local consumers have preferences concerning the shoe producer country of origin. Local people prefer to buy local brand shoes if they have an ethnocentric taste and good perceptions about the local brand. Therefore, this study aims to determine the effect of consumer ethnocentrism, perceived quality, perceived price, and perceived brand image toward a willingness to buy Ventela shoes. The survey was conducted using an online questionnaire and collected data from 205 young generations. Multiple linear regression in SPSS software was used to analyze the collected data. This study shows that consumer ethnocentrism, perceived quality, and perceived price significantly affected willingness to buy. Meanwhile, the perceived brand image had no significant effect on willingness to buy. Further research is suggested to compare several local fashion brands with different positioning. The results of this study can be used as input for Ventela shoes in facing business competition and business development by paying attention to the variables used.
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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. https://doi.org/10.1108/JFMM-08-2017-0087
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LomelÃ, M. Ã. L., Andreu, J. L., & Criado, J. R. (2019). Local , global and glocal consumer brand relationships n entre marcas de consumo Relaci o locales , globales y glocales. 23(3), 437459. https://doi.org/10.1108/SJME-10-2018-0046
Malhotra, N. K., Nunan, D., & Birks, D. F. (2017). Marketing Research¯: an applied approach. In The Marketing Book: Seventh Edition (5th ed.). United Kingdom: Pearson Education Limited.
Mannan, M., Ahamed, R., & Zaman, S. B. (2019). Consumers willingness to purchase online mental health services. Journal of Services Marketing, 33(5), 557571. https://doi.org/10.1108/JSM-05-2018-0163
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Meshreki, H., Ennew, C., & Mourad, M. M. (2018). A comparative analysis of dimensions of COO and animosity on industrial buyers attitudes and intentions. Journal of Product and Brand Management, 27(7), 832846. https://doi.org/10.1108/JPBM-10-2017-1625
Nor, A. S. (2019). Geliat Industri Sepatu Lokal Menurut BPIPI, League, dan Piero. Retrieved May 5, 2021, from https://www.mainbasket.com/r/4346/geliat-industri-sepatu-lokal-menurut-bpipi-league-dan-piero
Park, E. Y., & Jang, J. M. (2019). The interplay of social responsibility consciousness and evaluation mode in consumers response toward cause-related marketing-enhanced product. Asia Pacific Journal of Marketing and Logistics, 32(8), 16511674. https://doi.org/10.1108/APJML-06-2019-0413
Prihatin, I. U. (2020). Jokowi Unboxing Sepatu Hasil Kerja Sama Kaesang dan Brand Lokal . Retrieved June 20, 2021, from https://m.merdeka.com/peristiwa/jokowi-unboxing-sepatu-hasil-kerja-sama-kaesang-dan-brand-lokal.html
Prince, M., Yaprak, A. N., & Palihawadana, D. (2019). The moral bases of consumer ethnocentrism and consumer cosmopolitanism as purchase dispositions. Journal of Consumer Marketing, 36(3), 429438. https://doi.org/10.1108/JCM-11-2017-2432
Roy, R., & Chau, R. (2011). Consumer-based brand equity and status-seeking motivation for a global versus local brand. Asia Pacific Journal of Marketing and Logistics, 23(3), 270284. https://doi.org/10.1108/13555851111143213
SepatuSneaker.Com. (2020). Pengertian Sepatu Sneakers - Apa Itu Sneakers. Retrieved December 29, 2020, from https://sepatusneaker.com/blog/sepatu-sneakers-adalah/
Setiawan, S. (2020). Pengertian Fashion-Stylist, Manfaat, Ciri, Faktor, Para Ahli. Retrieved January 3, 2021, from https://www.gurupendidikan.co.id/pengertian-fashion/
Shu, S. T., & Strombeck, S. (2017). Cometh self-image congruence: a cross-cultural study. Asia Pacific Journal of Marketing and Logistics, 29(3), 538552. https://doi.org/10.1108/APJML-05-2016-0086
Son, J., & Jin, B. E. (2019). When do high prices lead to purchase intention? Testing two layers of moderation effects. Asia Pacific Journal of Marketing and Logistics, 31(5), 15161531. https://doi.org/10.1108/APJML-07-2018-0271
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), 816836. https://doi.org/10.1108/APJML-09-2017-0203
Srivastava, K., & Sharma, N. K. (2013). Consumer attitude towards brand extension goods , durable goods and services. 5(3), 177197. https://doi.org/10.1108/JIBR-07-2012-0057
Sumarwan, U. (2015). Perilaku Konsumen (2nd ed.; R. Sikumbang, Ed.). Bogor: Ghalia Indonesia.
Sun, Y., Cai, H. H., Su, R., & Shen, Q. (2019). Advantage of low quality in short life cycle products. Asia Pacific Journal of Marketing and Logistics, 32(5), 10381054. https://doi.org/10.1108/APJML-03-2019-0148
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2021-06-30
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Maghfiroh, L., & Iriani, S. S. (2021). Niat Beli Sepatu Merek Lokal oleh Generasi Muda: Pengaruh Consumer Ethnocentrism, Perceived Quality, Perceived Price, dan Perceived Brand Image. Jurnal Ilmu Manajemen, 9(2), 617–633. https://doi.org/10.26740/jim.v9n2.p617-633
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