Etnosentrisme Konsumen,Sensitivitas Budaya,Kredibilitas Merek terhadap Niat Pembelian Merek Wardah Kosmetik Dalam Negeri

Darmawan Darmawan, Sumar Sumar

Abstract


Penelitian ini mendefinisikan bahwa etnosentrisme konsumen memiliki pengaruh yang cukup besar terhadap sikap dan keinginan membeli sebuah merek luar negeri. Variabel yang dianalisis berupa etnosentrisme konsumen, sensitivitas budaya, kredibilitas merek asing, dan niat pembelian merek dalam negeri.Penelitian ini berpengaruh pada perkembangan dalam pengetahuan terlebihnya pada teori keyakinan konsumen.etnosentrisme konsumen memiliki pengaruh yang signifikan terhadap konsumen terutama pada pembelian suatu merek tertentu.Peneliian ini menggunakan metode survei kuesioner dengan menguji hubungan antar variabel dan survei dilakukan menggunakan smartPLS 3 kepada 233 konsumen wardah kosmetik di indonesia.hasil penelitian menjelaskan bahwa etnosentrisme mempunyai pengaruh terhadap kedibilias merek dan niat konsumen dalam pembelian merek dalam negeri,kredibilitas merek berpengaruh terhadap niat pembelian merek dalam negeri,sensitivitas budaya berpengaruh terhadap kredibilitas merek.selain itu, Sensitivitas budaya tidak berpengaruh terhadap niat pembelian merek dalam negeri.Saran bagi penelitian selanjutnya agar melakukan pengembangan model penelitian yang lebih menyeluruh dan lengkap untuk menganalisis sesuatu yang berpengaruh pada hal lain yang tidak terdapat pada penelitian ini seperti negara asal, kualitas suatu produk baik dalam maupun luar negeri, kercerdasan budaya dan lain-lain. Selain itu, penelitian ini hanya melakukan survei pada produk wardah kosmetik di Indonesia serta penelitian berikutnya dapat menguji kategori produk lainnya yang berbeda.

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DOI: https://doi.org/10.52643/jam.v14i1.3598

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