文章基本信息

标题：THE INFLUENCE OF CONSUMER ETHNOCENTRISM AND PERCEIVED VALUE ON PURCHASE DECISION OF LOCAL SHOE IN STUDENT ENVIRONMENT
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作者：Sri Astuti Pratminingsih ; Eriana Astuty
期刊名称：Jurnal Aplikasi Manajemen
印刷版ISSN：1693-5241
电子版ISSN：2302-6332
出版年度：2017
卷号：15
期号：2
页码：301-309
DOI：10.18202/jam23026332.15.2.14
语种：English
出版社：University of Brawijaya
摘要：Companies in Indonesia are currently facing fierce competition as more competitors enter Indonesia.To win the competition,the local companies have to pay attention to consumer behavior in buying a product.Factors that influence purchase decision of local products include consumer ethnocentrism and perceived value.The objective of this study is to investigate how consumer ethnocentrism and perceived value influence purchase decisions.This research uses descriptive research.Data were collected through a survey by distributing questionnaires to 200 respondents and returning as many as 197 respondents.The results of the study indicate a positive influence between ethnocentrism consumers on purchasing decisions of the local shoe.Perceived value also significantly influence purchasing decisions and perceived value proved to moderate the relationship between ethnocentrism consumers and purchasing decisions.
关键词：Consumers’ ethnocentrism;perceived value;purchase decision