CONSUMER ETHNOCENTRISM DAN COUNTRY OF ORIGIN TERHADAP PERILAKU PEMBELIAN: TINJAUAN LITERATUR SISTEMATIS
DOI:
https://doi.org/10.24843/EJMUNUD.2026.v15.i2.p05Keywords:
consumer behavior; consumer ethnocentrism; country of originAbstract
Penelitian ini merupakan sebuah tinjauan literatur sistematis yang bertujuan untuk mengkaji pengaruh Consumer Ethnocentrism (CE) dan Country of Origin (COO) terhadap perilaku pembelian konsumen. Metode PRISMA digunakan sebagai alat analis pada penelitian ini, sebanyak 200 artikel dari Google Scholar berhasil dikumpulkan dan diseleksi, menghasilkan 34 artikel yang relevan untuk dianalisis secara mendalam. Hasil penelitian menunjukkan bahwa CE dan COO memberikan pengaruh yang signifikan terhadap keputusan pembelian konsumen. Konsumen dengan tingkat etnosentrisme tinggi cenderung menunjukkan preferensi terhadap produk lokal dan memiliki sikap negatif terhadap produk asing. Sebaliknya, persepsi positif terhadap COO dapat meningkatkan persepsi kualitas, kepercayaan, serta niat untuk membeli produk luar negeri. Namun, dalam kondisi tertentu seperti pandemi Covid-19, faktor harga dan ketersediaan produk menjadi lebih dominan dalam menentukan pilihan konsumen. Temuan ini menekankan pentingnya strategi pemasaran yang mempertimbangkan aspek etnosentrisme dan persepsi COO guna menciptakan pendekatan promosi yang lebih efektif dan relevan. Selain itu, faktor keasingan merek juga terbukti memengaruhi perilaku konsumen di berbagai negara, termasuk Vietnam, Turki, Thailand, Uni Emirat Arab, Tiongkok, Malaysia, serta negara-negara di kawasan Afrika, menunjukkan adanya variasi budaya dalam dinamika perilaku konsumen global saat ini.
This study is a systematic literature review that aims to examine the influence of Consumer Ethnocentrism (CE) and Country of Origin (COO) on consumer purchasing behavior. The PRISMA method is used as an analytical tool in this study, as many as 200 articles from Google Scholar were successfully collected and selected, resulting in 34 relevant articles for in-depth analysis. The results of the study indicate that CE and COO have a significant influence on consumer purchasing decisions. Consumers with high levels of ethnocentrism tend to show a preference for local products and have a negative attitude towards foreign products. Conversely, positive perceptions of COO can increase perceptions of quality, trust, and intention to buy foreign products. However, in certain conditions such as the Covid-19 pandemic, price and product availability factors become more dominant in determining consumer choices. These findings emphasize the importance of marketing strategies that consider aspects of ethnocentrism and COO perceptions in order to create a more effective and relevant promotional approach. In addition, the factor of brand foreignness has also been shown to influence consumer behavior in various countries, including Vietnam, Turkey, Thailand, the United Arab Emirates, China, Malaysia, and countries in the African region, indicating cultural variations in the dynamics of global consumer behavior today.
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