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Pengaruh Karakteristik Personal Terhadap Etnosentrisme Konsumen Pada Produk Domestik

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  • Ramadania Ramadania

Abstract

The purpose of this study is to examine the personal characteristics of the social-psychological antecedents consisting of cultural openness, patriotism, conservatism and collectivism on consumer ethnocentrism (CE). The survey was conducted on 202 consumers in West Kalimantan, Indonesia. The results showed that the cultural openness has a negative effect on CE. This study also provides evidence that collectivism showed a significant positive influence on CE. While, patriotism and conservatism do not have a significant effect on CE. This study implies that openness of foreign culture can undermine CE. However, CE can be improved by keeping the values of collectivism. This research shows that consumers tend to be rational. Therefore patriotism and conservatism are not transferred to the CE pattern.Keywords: Cultural openness, patriotism, conservatism, collectivism, consumer ethnocentrismAbstrakTujuan penelitian ini adalah untuk menguji pengaruh karakteristik personal dari anteseden psikologi sosial yang terdiri dari keterbukaan budaya, patriotisme, konservatisme, dan kolektivisme terhadap etnosentrisme konsumen (CE). Survei dilakukan terhadap 202 konsumen di Kalimantan Barat, Indonesia. Hasil penelitian menunjukkan bahwa keterbukaan budaya memiliki pengaruh negatif yang signifikan terhadap CE. Penelitian ini juga menemukan bahwa kolektivisme memiliki pengaruh positif yang signifikan terhadap CE. Penelitian ini mengimplikasikan bahwa keterbukaan terhadap budaya asing dapat memperlemah CE. Namun demikian CE dapat ditingkatkan dengan menjaga nilai-nilai kolektivisme. Peneliitian ini menunjukkan bahwa konsumen cenderung rasional. Olehkarenanya patriotisme dan konservatisme tidak di transfer kedalam pola CE.Kata Kunci: Keterbukaan budaya, patriotisme, koservatisme, kolektivisme, etnosentrisme konsumen.

Suggested Citation

  • Ramadania Ramadania, 2013. "Pengaruh Karakteristik Personal Terhadap Etnosentrisme Konsumen Pada Produk Domestik," Jurnal Siasat Bisnis, Management Development Centre (MDC) Department of Management, Faculty of Business and Economics Universitas Islam Indonesia, vol. 17(2), pages 239-250.
    • Handle: RePEc:uii:jsbuii:v:17:y:2013:i:2:p:239-250:id:3652
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