ANALISIS TINGKAT ETHNOCENTRISM FANS KOREAN WAVE DI INDONESIA DAN PENGARUHNYA TERHADAP PERCEIVED QUALITY, PERCEIVED PRICE, PERCEIVED VALUE DAN PURCHASE INTENTION PADA PRODUK MAKANAN KOREA

DEWI RAHMAYANTI, Yulia Arisnani, MBA.,Ph.D.

2015 | Tesis | S2 Manajemen

Untuk menjawab pertanyaan penelitian, metode survey dilakukan. Sampel terdiri dari 302 responden. Data dianalisis mengguanakan regresi linier sederhana juga regresi linier berganda untuk menguji variabel-variabel yang terdapat dalam penelitian. Penggunaan CETSCALE membuktikan bahwa sampel penelitian dapat dikarakteristikan sebagai konsumen yang memiliki tingkat etnosentrisme tinggi. Hasil uji regresi menunjukkan pengaruh positif antara consumer ethnocentrism terhadap perceived quality, perceived price, dan purchase intention; perceived quality terhadap perceived value dan purchase intention; perceived price terhadap perceived value dan purchase intention serta perceived value terhadap purchase intention pada produk makanan Korea. Penelitian ini menggunakan Consumer Ethnocentric Tendencies Scale (CETSCALE) bertujuan untuk mengetahui tingkat etnosentrisme dari penggemar Korean wave dan persepsi mereka terhadap kualitas, harga, nilai serta niat beli pada produk makanan Korea. Selain itu, penelitian ini juga ingin mengetahui implikasi dari country of origin (COO) terhadap variabel yang digunakan dalam penelitian.

To answer the research question, the survey methodwas conducted. The sample consisted of 302 respondents. Data were analyzed using simple linear regression and multiple linear regression to test the variables included in the study. Use of CETSCALE proves that the sample can be characterized as a consumer who has a high level of ethnocentrism. The results of the regression test showed a positive influence between consumer ethnocentrism on perceived quality, perceived price, and purchase intention; perceived quality to perceived value and purchase intention; perceived price on perceived value and purchase intention and perceived value on purchase intention in Korean food products. This study uses the Consumer Ethnocentric Tendencies Scale (CETSCALE) to determine the level of ethnocentrism of Korean wave fans and their perception of quality, price, value and purchase intention in Korean food products. In addition, this study also wanted to know the implications of the country of origin (COO) of the variables used in the study.

Kata Kunci : consumer ethnocentrism, CETSCALE, country of origin, perceived quality, perceived price, perceived value, purchase intention, Korean wave