NIAT BELI SEPATU MEREK LOKAL OLEH GENERASI MUDA: PENGARUH CONSUMER ETHNOCENTRISM, PERCEIVED QUALITY, PERCEIVED PRICE, DAN PERCEIVED BRAND IMAGE

WILLINGNESS TO BUY LOCAL BRAND SHOES BY YOUNG GENERATIONS: THE INFLUENCE OF CONSUMER ETHNOCENTRISM, PERCEIVED QUALITY, PERCEIVED PRICE, AND PERCEIVED BRAND IMAGE

Indonesia merupakan salah satu dari 4 besar produsen alas kaki dunia. Di sisi lain, ada banyak sepatu merek asing yang terkenal di Indonesia. Ventela adalah salah satu merek sepatu lokal yang terkenal di Indonesia. Konsumen lokal memiliki preferensi mengenai negara asal produsen sepatu. Masyarakat lokal lebih suka membeli sepatu merek lokal jika mereka memiliki selera etnosentris dan persepsi yang baik tentang merek lokal. Oleh karena itu, penelitian ini bertujuan untuk mengetahui pengaruh consumer ethnocentrism, perceived quality, perceived price, dan perceived brand image terhadap niat beli sepatu Ventela. Survei dilakukan dengan menggunakan kuesioner online dan mengumpulkan data dari 205 generasi muda. Regresi linier berganda dalam perangkat lunak SPSS digunakan untuk menganalisis data yang dikumpulkan. Penelitian ini menunjukkan bahwa pengaruh consumer ethnocentrism, perceived quality dan perceived price berpengaruh signifikan terhadap niat beli. Sedangkan perceived brand image tidak berpengaruh signifikan terhadap niat beli. Penelitian selanjutnya disarankan untuk membandingkan beberapa merek fashion lokal dengan positioning yang berbeda. Hasil penelitian ini dapat dijadikan masukan bagi sepatu Ventela dalam menghadapi persaingan bisnis dan perkembangan bisnis dengan memperhatikan variabel-variabel yang digunakan.

Indonesia is one of the top 4 world footwear producers. On the other hand, there are many well-known foreign brand shoes in Indonesia. Ventela is one of a famous shoes local brand in Indonesia. The local consumers have preferences concerning the shoe producer country of origin. Local people prefer to buy local brand shoes if they have an ethnocentric taste and good perceptions about the local brand. Therefore, this study aims to determine the effect of consumer ethnocentrism, perceived quality, perceived price, and perceived brand image toward a willingness to buy Ventela shoes. The survey was conducted using an online questionnaire and collected data from 205 young generations. Multiple linear regression in SPSS software was used to analyze the collected data. This study shows that consumer ethnocentrism, perceived quality, and perceived price significantly affected willingness to buy. Meanwhile, the perceived brand image had no significant effect on willingness to buy. Further research is suggested to compare several local fashion brands with different positioning. The results of this study can be used as input for Ventela shoes in facing business competition and business development by paying attention to the variables used.