THE RELATIONSHIP OF GLOBAL OPENNESS, CONSUMER ETHNOCENTRISM, AND PRODUCT JUDGMENT TOWARD INDONESIAN YOUTH’S WILLINGNESS TO BUY MORE OF MODERN JAMU

Abstract

As the world changing into era globalization, Indonesia needs some preparation to protect their local product. Jamu as one of Indonesian products needs to be conserved. Thus, this encouraged the researcher to identify the relationship between global openness toward willingness to buy more of Jamu, especially the modern ones. One hundred twenty respondents were given a questionnaire using a six-point Likert Scale. Five hypothesis were analyzed using the simple and multiple regression models. The result of this study showed that Global Openness, Consumer Ethnocentrism, and Product Judgment are positively affect. The recommendations was to emphasize about local products (such as the benefits, can compete with other import products) that will increasing the ethnocentric and accordingly will give a positive benefits. Government should support the local Jamu producers, while for Jamu producers maintaining their quality products.