| dc.description.abstract | Coffee is the world's second most valuable traded commodity. Indonesia is
one country that famous with its Coffee beans industry. Indonesia placed in the
fourth place in both top coffee bean producers in crop year 2014 Indonesia also
well-known have a lot unique variety of coffee such as luwak coffee (kopi luwak),
Toraja coffee, Aceh coffee and Mandailing coffee. (Indonesia Investments, 2015)
However, Indonesia still import coffee from some country, such as Brazil, Vietnam,
Malaysia, East Timor, United States, etc.
From all Coffee company in Indonesia, the one that very famous is Kapal
Api. Kapal Api is coffee brand owned by PT Santos Jaya Abadi under PT Kapal
Api Global. This is a brand of coffee that has been known to the people of Indonesia
since 1927. This brand also was awarded Indonesia Best Brand Award to the 14th
time in 2015. (Prahadi, 2015). Kapal Api Coffe also managed to reap more than
50% of the Indonesia national coffee market. In fact, Kapal Api also widened the
wings to international market. (SWA Online, 2011)
The objectives of this research is to reveal which factors between product
quality, product value, product image, product availability, product promotion,
country image that could affect repurchasing intention trough consumer
ethnocentrism for Kapal Api in Surabaya. This is a case study of Kapal Api that
aimed to use 8 variables to identify Kapal Api consumer repurchasing intention
trough consumer ethnocentrism for Kapal Api in Surabaya
This study uses a quantitative approach to the analysis technique of
Structural Equation Model (SEM) and the AMOS 22.0 software. The questionnaire
distributed to 160 respondents in the sample in which the characteristics of
respondents which consists of men and women in the age range 18-65 years, have
been purchase or buy Kapal Api at least 1 times in a month for last 6 months in
Surabaya.
The results showed that product quality variables have positive significant
effect on consumer ethnocentrism with regression coefficient of 0.164 and C.R. Of
2.158; product value variables have positive significant effect on consumer
ethnocentrism with regression coefficient of 0.157 and C.R. Of 2.14; product image
variables have positive significant effect on consumer ethnocentrism with
regression coefficient of 0.165 and C.R. Of 2.048; product image variables have
positive significant effect on consumer ethnocentrism with regression coefficient of
0.165 and C.R. Of 2.048; product availability variables have positive significant
effect on consumer ethnocentrism with regression coefficient of 0.164 and C.R. Of
2.256; product promotion variables have positive significant effect on consumer
ethnocentrism with regression coefficient 0.154 and C.R. Of 2.109; country image
variables have positive significant effect on consumer ethnocentrism with
regression coefficient 0.933 and C.R. Of 4.349; Consumer ethnocentrism variables
have positive significant effect on repurchasing intention with regression
coefficient 1 and C.R. Of 4.392 | en_US |
