PENGARUH KECENDERUNGAN CONSUMER ETHNOCENTRISM DOMESTIC PRODUCT BELIEF TERHADAP KEIGINAN UNTUK MEMBELI PRODUK ELEKTRONIK DI KOTA MATARAM, NUSA TENGGARA BARAT

Rusdan Rusdan, Baiq Ismiwati, Sulhaini Sulhaini, Rahman Dayani

Abstrak

Abstrak

Tujuan utama dari penelitian ini adalah untuk menguji pengaruh kecenderungan ethnocentrisme kepercayaan terhadap produk dalam negeri dan keiginan untuk membeli. Survei dilakukan di kalangan mahasiswa Universitas Mataram. Terdapat seratus mahasiswa sebagai sampel yang ditentukan secara accidental selama dua minggu pengumpulan data. Mayoritas diantara mereka adalah mahasiswa Fakultas Ekonomi dan Bisnis. Penelitian ini menemukan bahwa kecenderungan ethnocentrisme di kalangan mahasiswa yang merupakan konsumen muda belum sangat kuat. Hal ini juga terlihat pada domestic product belief dan keinginan untuk membeli produk elektronik buatan dalam negeri. Namun demikian, kecenderungan ini berpengaruh kuat terhadap domestic product beleif dan keinginan untuk membeli. Ini berarti ditengah era pasar bebas, sangatlah penting untuk memperkuat kecenderungan tersebut di kalangan konsumen muda terdidik demi kepentingan ekonomi bangsa.

Katakunci: consumer ethnocentrism, kepercayaan  pada produk domestik, keinginan untuk membeli

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