| Popis: |
Indonesia has become one of the destination countries to market their products and services, and there are various products that are quite widely available in the Indonesian market. The country of origin (COO) model in this research is a new developed model that aims to analyze the moderating role of Ethnocentrism in the effect of the COO and brand preference (BP) on purchase intention toward the Indonesian and Chinese Batik. To address this research purpose, 414 respondents took part in the survey, and the data obtained were analyzed by Structural Equation Model (SEM) with Lisrel 8.80 application. The result of this study shows that Ethnocentrism plays a role as the moderating variable in the effect of COO on purchase intention. However, whenever the effect of the brand preference on purchase intention exists, there is no moderating role of Ethnocentrism. Consumer Ethnocentrism shows that the Chinese batik is purchased in the case if the Indonesian batik is unavailable. It implies that consumer preference to the Chinese Batik exists, because it has a superior quality, a unique or authentic design, and more experience, as the impact of Global Business aspect. The study concluded that the company management must apply global Brand Repositioning Strategy in terms of the superior quality and unique design in fulfilling the global consumers’ needs. |
