Volume 18, No. 6, 2021

The Analysis Of Consumer Lifestyle And Ethnocentrism Towards Quality Perspectives And Their Implications On The Consumer Purchase Intentions Of Ethnic Products

Pramono Hari Adi , Rio Dhani Laksana


With the enactment of the ASEAN Economic Community (AEC) as a single market in the Southeast Asia Region at the end of 2015, it is possible for one country to easily sell goods and services to other countries throughout Southeast Asia so that competition will be fiercer. Trade barriers will tend to decrease or even become non-existent and open up markets for growing domestic industry. Achieving a satisfactory level of quality has become more difficult as continuous product improvement is required. The perception of quality is objective. Perception of quality is the customerís perception of the attributes considered important. This study will develop a model of consumer ethnocentrism, social identity, perceived quality on consumer purchase interest in ethnic products with consumer attitudes as the intervening variable. This study uses a research sample of consumers of Banyumas' typical batik products. The sample of this study was 100 consumers of Banyumas batik users taken through purposive sampling with questionnaires as the data collection method. The data were processed using Partial Least Square (PLS) analysis tools. The data used in this study are primary data collected from respondentsí answers based on the questionnaire given, as many as 100 people. The data processing method used was the path analysis method (Path Analysis) with the help of SPSS version 23.0. Statistical testing used were the individual parameter significance test (t-test) and simultaneous significance test (F test). The results show that, simultaneously, Lifestyle, Consumer Ethnocentrism, and Quality Perception variables significantly influence Work Productivity. Partially, results show that analysis 1: Lifestyle variable significantly influences Purchase Intention, whereas analysis 2: Consumer Ethnocentrism variable significantly influences Purchase Intention and on the analysis 3: Quality Perception variable has a significant influence on Consumer Purchase Intention.

Pages: 3935-3947

Keywords: Ethnocentrism, Perceived Quality, and Purchase intention.

Full Text