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Rusdan Rusdan
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences Other

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Consumer Global Orientation and Its Impact on Consumers’ Positive Emotions Sulhaini, Sulhaini; Dayani, Rahman; Sulaimiah, Sulaimiah; Rusdan, Rusdan
INTERNATIONAL RESEARCH JOURNAL OF BUSINESS STUDIES Vol 11, No 2 (2018): August-November 2018
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (269.328 KB)

Abstract

The objective of this study is to examine the role of consumer global orientation and the inferior image of foreign brands in young, educated consumers admiration for foreign brands and willingness to pay more for foreign brands. As its sample, this study used students of the University of Mataram, with data collected in a classroom setting following the end of lectures using a carefully developed instrument that was carefully developed and tested through a stepwise procedure. Its findings suggest that consumer global orientation and the inferior image of local brands have no direct effect on consumers willingness to pay more for foreign brands. Nonetheless, they do indirectly affect consumer intentions by creating positive emotions about foreign brands. This positive emotion, i.e. foreign brand admiration, seems to have a critical role, as it fully mediates the effects of the two studied constructs. Consumer global orientation and the inferior image of local brands nurture consumers positive views of foreign brands, which in turn increase consumer willingness to pay higher prices for foreign brands. The paper also conceptualizes consumer global orientation and provides important managerial and recommendations for future research.Keywords: Consumer global orientation, inferior image of local brands,foreign brand admiration https://doi.org/10.21632/irjbs.11.2.81-92
PENGARUH KECENDERUNGAN CONSUMER ETHNOCENTRISM DOMESTIC PRODUCT BELIEF TERHADAP KEIGINAN UNTUK MEMBELI PRODUK ELEKTRONIK DI KOTA MATARAM, NUSA TENGGARA BARAT Rusdan Rusdan; Baiq Ismiwati; Sulhaini Sulhaini; Rahman Dayani
Distribusi - Journal of Management and Business Vol. 6 No. 1 (2018): Distribusi, Maret 2018
Publisher : Fakultas Ekonomi dan Bisnis Universitas Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29303/distribusi.v6i1.26

Abstract

The main objective of the study was to examine the effect of consumer ethnocentrism toward domestic product belief and willingness to buy. The survey was carried out among students of the University of Mataram. A hundred of student sample were accidently determined during two weeks of data collection. Majority of them were students of the Faculty of Economic and Businesess. The study found that ethncentrism among students (young consumers) is still not really strong/medium level. This was seen also on domestic product belief and willingness to buy. Nevertheless, the tendency has a strong effect on domestic product belief and willingness to buy domestically made electronic products. This means it is important to strengthen the tendency among young (educated) consumers for the national economy.
Co-Authors anggriani, rini Baiq Ismiwati Baiq Ismiwati Dayani, Rahman Dayani, Rahman Rahman Dayani Rosdiana Martiningsih Sulaimiah Sulaimiah Sulaimiah, Sulaimiah Sulaimiah, Sulaimiah Sulhaini Sulhaini