PENGARUH CONSUMER ANIMOSITY DAN CONSUMER ETHNOCENTRISM TERHADAP WILLINGNESS TO BUY YANG DIMEDIASI OLEH PRODUCT JUDGEMENT: STUDI PADA PRODUK BATIK BUATAN TIONGKOK

AMBARWATI, MELY (2019) PENGARUH CONSUMER ANIMOSITY DAN CONSUMER ETHNOCENTRISM TERHADAP WILLINGNESS TO BUY YANG DIMEDIASI OLEH PRODUCT JUDGEMENT: STUDI PADA PRODUK BATIK BUATAN TIONGKOK. S1 thesis, Universitas Negeri Jakarta.

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Abstract

Mely Ambarwati, 2019; Influence Of Consumer Animosity And Consumer Ethnocentrism On Willingness To Buy With The Mediating Role Of Product Judgements: Study on Batik Products Made By Tiongkok. Thesis, Jakarta: Bachelor’s degree Management Study Program, Faculty of Economics, Universitas Negeri Jakarta. Advisory: Setyo Ferry Wibowo, SE, M.Si and Usep Suhud, M.Si, Ph. D. This study aims to examine whether consumer animosity has an effect on product judgement, whether consumer ethnocentrism has an effect on product judgement, whether consumer animosity has an effect on willingness to buy, whether consumer ethnocentrism has an effect on willingness to buy, whether product judgement has an effect on willingness to buy, whether consumer animosity affects willingness to buy through product judgements, whether consumer ethnocentrism affects willingness to buy through product judgement. Methods of collecting data using survey methods with instruments in the form of questionnaires. The research subjects were 200 respondents using purposive sampling. Data were analyzed using Stuctural Equation Modeling (SEM). This study found that there was a significant influence from consumer animosity on product judgement, consumer animosity on willingness to buy, consumer ethnocentrismon willingness to buy, product judgement on willingness to buy, consumer animosity on willingness to buy through product judgement, consumer ethnocentrism on willingness to buy through product judgement. There is non-significant effect of consumer ethnocentrismon product judgement. Keywords: consumer animosity, consumer ethnocentrism, product judgement, willingness to buy.

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