THE INFLUENCE OF PRODUCT PERCEIVED QUALITY AND GROUP REFFERENCE TOWARD THE INTENTION FORMATIONMODERATED BY CONSUMERS ETNOCHENTRISM (Study on Indonesian Student Behavior in Watching National Movie)

Nida Afifah, Arief Helmi

Abstract


This study aims to examine the influence of students' perceived quality of national movie and the reference group toward the intention of students to watch national movie by considering the ethnocentrism as a moderating variable. The data was obtained through online questionnaires and filled by sample of students who have watched national films within the last 6 months. The model was tested using multiple group analysis in SEM. The results of this study indicate that students' perception whether they have low or high ethnocentrism has a significant influence on the formation of of their intentions in watching national movie. As well the reference group as a reference to watch movie, both in students with low and high ethnocentrism, has a significant influence. We also find that also there are significant differences in the research model (measurement model and structural model) between research model on students with low ethnocentrism and on students with high ethnocentrism, which shows that the effect of the perception of quality as well as the reference group was greater in students with low ethnocentrism.

Keywords: Purchase Intention, Perceived Quality Products, Reference Group, Consumer ethnocentrism


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