Pengaruh Consumer Ethnocentrism dan Country of Origin terhadap Purchase Intention pada Produk Fashion Lokal Jims Honey di Kota Samarinda
DOI:
https://doi.org/10.30872/jfor.v27i1/4686Keywords:
Consumer Ethnocentrism, Country of Origin, Purchase Intention, Produk Fashion LokalAbstract
Penelitian ini bertujuan untuk menguji pengaruh Consumer Ethnocentrism dan Country of Origin terhadap Purchase Intention pada konsumen potensial produk fashion lokal Jims Honey. Penelitian dilakukan di Kota Samarinda dengan menggunakan sampel sebanyak 120 responden yang dipilih melalui metode purposive sampling. Data dianalisis menggunakan analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa kedua variabel independen secara simultan berpengaruh signifikan terhadap Purchase Intention. Secara spesifik, Consumer Ethnocentrism berpengaruh positif dan signifikan dengan nilai uji t sebesar 5,328 dan tingkat signifikansi 0,001 < 0,05. Demikian pula, Country of Origin berpengaruh positif dan signifikan dengan nilai uji t 3,040 dan tingkat signifikansi sebesar 0,003 < 0,05. Kesimpulan penelitian ini menegaskan bahwa semakin tinggi Consumer Ethnocentrism dan semakin baik persepsi terhadap Country of Origin produk lokal, maka semakin tinggi pula Purchase Intention konsumen potensial terhadap produk fashion lokal Jims Honey di Kota Samarinda
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