THE ROLE OF ETNHNOCENTRISM IN HIGHER STUDENTS BEHAVIOR TO CONSUME (The Study of Made in China Fashion Products in Bandung)

Zulganef; Rachim, Taufik

THE ROLE OF ETNHNOCENTRISM IN HIGHER STUDENTS BEHAVIOR TO CONSUME (The Study of Made in China Fashion Products in Bandung)

dc.contributor.author	Zulganef
dc.contributor.author	Rachim, Taufik
dc.date.accessioned	2014-04-25T05:27:12Z
dc.date.accessioned	2019-10-21T11:46:39Z
dc.date.available	2014-04-25T05:27:12Z
dc.date.available	2019-10-21T11:46:39Z
dc.date.issued	2011-11-04
dc.description.abstract	Sharma (1987) pointed out that ethnocentrism is more concerned with blindly accepting to his own group and tends to reject things that are outside the group. Based on that definition, this research purpose is to study the consumer ethnocentric tendency of Higher Education Students in Bandung toward Chinese fashion product. This study shows that 53.2% Students in Bandung had high ethnocentrism attitude. The associations between ethnocentrism and the perception of quality fashion products made in China is negative; It means that invasion of Chinese products will not be strongly affected the existence of Indonesian fashion. However, there is one thing to be aware for fashion business in Indonesia, namely the price. This research shows that in spite of ethnocentrism, price is still a major consideration in terms of buying made in China fashion products, since there is a positive relationship between perceptions of price and the intention to buy made in China fashion products. Based on this research, a University as a social development institution could enhance this ethnocentric tendency through curriculum or programs. For example makes an anthropology or nationalism subject in their curriculum as a requirement.	en_US
dc.identifier.isbn	978-974-672-648-1
dc.identifier.uri	http://repository.widyatama.ac.id/handle/123456789/3131
dc.language.iso	en	en_US
dc.publisher	11th Annual SEAAIR Conference	en_US
dc.relation.ispartofseries	;KII.HC.076
dc.subject	Nationalism	en_US
dc.subject	Consumer Ethnocentric Tendency	en_US
dc.subject	ACFTA	en_US
dc.subject	perceived on price	en_US
dc.subject	perceived on quality	en_US
dc.subject	purchase intentions.	en_US
dc.title	THE ROLE OF ETNHNOCENTRISM IN HIGHER STUDENTS BEHAVIOR TO CONSUME (The Study of Made in China Fashion Products in Bandung)	en_US
dc.type	Presentation	en_US