Skripsi S1

Pengaruh Consumer Ethnocentrism, Islamic Religiosity dan Consumer Animosity terhadap Purchase Intention dengan Product Judgment sebagai Intervening

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Abstrak
Penelitian ini bertujuan untuk menganalisis pengaruh consumer ethnocentrism, islamic religiosity dan consumer animosity terhadap purchase intention melalui product judgment pada konsumen dan calon konsumen produk makanan dan minuman China di Kabupaten Kebumen. Variabel bebas dalam penelitin ini adalah consumer ethnocentrism, islamic religiosity dan consumer animosity, variabel terikat purchase intention, sedangkan variabel intervening dalam penelitian ini adalah product judgment. Teknik pengumpulan data dengan kuesioner menggunakan metode purposive sampling, sampel dalam penelitian ini sebanyak 150 responden. Hipotesis diuji dengan bantuan program SPSS 22.00 For windows. Metode yang digunakan dalam penelitian ini adalah metode kuantitatif. Hasil pengujian menunjukkan bahwa ada pengaruh positif dan signifikan antara islamic religiosity dan product judgment, consumer animosity dan product judgment, islamic religiosity dan purchase intention, serta product judgment dan purchase intention. Sementara itu hasil penelitian menunjukkan bahwa terdapat pengaruh negatif signifikan consumer ethnocentrism dan product judgment. Sedangkan hubungan antara consumer ethnocentrism dengan product judgment dan consumer animosity dengan purchase intention tidak dapat diterima. Analisis sobel yang digunakan untuk menguji variabel intervening dalam penelitian menunjukkan bahwa product judgment memediasi hubungan antara islamic religiosity terhadap purchase intention dan consumer animosity terhadap purchase intention, namun tidak dapat memediasi hubungan antara consumer ethnocentrism dan purchase intention produk makanan dan minuman dari negara China.
Kata kunci: consumer ethnocentrism, islamic religiosity, consumer animosity, purchase intention, dan product judgment
Abstract
The main of study to analyze the effect of consumer ethnocentrism, Islamic religiosity and consumer animosity on purchase intention through product judgment on consumers and potential consumers of Chinese food and beverage products in Kebumen District. The independent variables in this study are consumer ethnocentrism, Islamic religiosity and consumer animosity, the dependent variable is purchase intention, while the intervening variable in this study is product judgment. Data collection techniques using a questionnaire using purposive sampling method, the sample in this study were 150 respondents. The hypothesis was tested with the help of the SPSS 22.00 For windows program. The method used in this research is quantitative method. The results of this study indicate that there is a positive and significant effect between Islamic religiosity and product judgment, consumer animosity and product judgment, Islamic religiosity and purchase intention, and product judgment and purchase intention. Meanwhile the results of the study indicate that there is a significant negative influence between consumer ethnocentrism and product judgment. While the relationship between consumer ethnocentrism with product judgment and consumer animosity with purchase intention cannot be accepted. The sobel analysis used to examine intervening variables in the study showed that product judgment mediated the relationship between Islamic religiosity towards purchase intention and consumer animosity towards purchaseintention but could not mediate the relationship between consumer ethnocentrism and purchase intention of Chinese food and beverage products.
Keywords: consumer ethnocentrism, Islamic religiosity, consumer animosity, purchase intention, and product judgment

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

658.81 Sis p c.

Penerbit

Kebumen : STIE Putra Bangsa., 2020

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

658.81

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

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Info Detail Spesifik

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Pernyataan Tanggungjawab

Siska Saputri

Versi lain/terkait

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