Pengaruh Consumer Ethocentrism dan Perceived Quality terhadap Purchase Intention pada Sepatu Lokal Ventela (Studi Kasus Mahasiswa Panca Budi Fakultas Sosial dan Sains)

Abstract

Penelitian ini bertujuan untuk mengetahui: consumer ethnocentrism terhadap purchase intention sepatu lokal Ventela (2) Pengaruh Perceived quality terhadap purchase intention sepatu lokal Ventela (3) Pengaruh consumer ethnocentrism dan perceived quality terhadap purchase intention sepatu lokal Ventela pada mahasiswa Panca Budi Fakultas Sosial dan Sains. Penelitian ini menggunakan penelitian kuantitatif dengan pendekatan asosiatif. Sampel yang digunakan sebanyak 97 responden mahasiswa Panca Budi Fakultas Sosial dan Sains. Teknik analisis menggunakan analisis regresi linier berganda. Hasil penelitian ini menunjukkan bahwa: (1) Consumer ethnocentrism berpengaruh positif dan signifikan terhadap purchase intention sepatu lokal Ventela pada mahasiswa Panca Budi Fakultas Sosial dan Sains nilai ttabel sebesar 1,66. Dari uraian tersebut dapat diketahui bahwa thitung (5,976) > ttabel (1,66), demikian pula dengan nilai signifikansinya sebesar 0,000 < 0,05. (2) Perceived quality berpengaruh positif dan signifikan terhadap purchase intention sepatu lokal Ventela pada mahasiswa Panca Budi Fakultas Sosial dan Sains. Diperoleh nilai ttabel sebesar 1,66. Dari uraian tersebut dapat diketahui bahwa thitung (2.260) > ttabel (1,66). (3) Consumer ethnocentrism dan perceived quality berpengaruh positif dan signifikan terhadap purchase intention sepatu lokal Ventela pada mahasiswa Panca Budi Fakultas Sosial dan Sains dan nilai signifikansi sebesar 0,000 < 0,05. This study aims to determine: (1) the influence of consumer ethnocentrism on the purchase intention of local Ventela shoes; (2) the influence of perceived quality on the purchase intention of local Ventela shoes; (3) the influence of consumer ethnocentrism and perceived quality on the purchase intention of local Ventela shoes among Panca Budi students, Faculty of Social and Science. This study used quantitative research with an associative approach. The sample used was 97 respondents from Panca Budi students, Faculty of Social and Science. The analysis technique used was multiple linear regression analysis. The results of this study indicate that: (1) Consumer ethnocentrism has a positive and significant effect on the purchase intention of local Ventela shoes among Panca Budi students, Faculty of Social and Science, with a t-table value of 1.66. From this description, it can be seen that t-test (5.976) > t-table (1.66), and the significance value is 0.000 < 0.05. (2) Perceived quality has a positive and significant effect on the purchase intention of local Ventela shoes among Panca Budi students, Faculty of Social and Science. The ttable value obtained was 1.66. From the description, it can be seen that tcount (2.260) > ttable (1.66). (3) Consumer ethnocentrism and perceived quality have a positive and significant effect on the purchase intention of local Ventela shoes among Panca Budi students of the Faculty of Social and Science and the significance value is 0.000 < 0.05.