THE EFFECT OF CULTURAL DIMENSION ON CONSUMER ETHOCENTRISM: PURCHASE INTENTION OF SARIAYU MARTHA TILAAR COSMETIC PRODUCT IN SURABAYA
Abstract
The world of economic especially for domestic cosmetic industry will be more
challenging in the future, one of which is due to the 2015 ASEAN Economic Community
(AEC), while the impact of culture basically so natural and automatic which its influence
on consumer behavior. Sariayu Martha Tilaar cosmetic as one of Indonesian cosmetic
needs to be conserved. Thus, this encouraged the researcher to identify the effect of cultural
dimension on consumer ethnocentrism and the purchase intention towards Sariayu Martha
Tilaar cosmetic product.
One hundred ten respondents were given a questionnaire using a five point
Likert Scale. Ten hypotheses were analyzed using the simple and multiple regression
models. The study shows the significant and non- significant result among Hofstede five
cultural dimension, consumer ethnocentrism, product competitiveness, perceived quality
and purchase intention towards domestic product. Furthermore, product competitiveness
encourages the respondent-consumers to keep purchasing Indonesian cosmetic product.
The recommendation was to emphasize and maintain the competitiveness of
domestic cosmetic (such as the quality and innovation towards the product) that will
maintain the ethnocentrism and increase purchase intention towards domestic product.
Indonesian should support the domestic cosmetic, while for domestic cosmetic industry
maintain their product quality.