CONSUMER ETHNOCENTRISM DAN COUNTRY OF ORIGIN TERHADAP PERILAKU PEMBELIAN: TINJAUAN LITERATUR SISTEMATIS
DOI:
https://doi.org/10.24843/EJMUNUD.2026.v15.i2.p05Kata Kunci:
consumer behavior; consumer ethnocentrism; country of originAbstrak
Penelitian ini merupakan tinjauan literatur sistematis dengan menggunakan metode PRISMA yang mengumpulkan 200 artikel dari Google Scholar dan menemukan 34 artikel relevan terkait Consumer Ethnocentrism (CE) dan Country of Origin (COO). Hasil penelitian menunjukkan bahwa CE dan COO berpengaruh signifikan terhadap perilaku pembelian konsumen. Konsumen dengan etnosentrisme tinggi cenderung memilih produk lokal dan memandang negatif produk asing, sedangkan COO yang positif meningkatkan niat pembelian dan persepsi kualitas produk asing. Namun, dalam kondisi khusus seperti pandemi Covid-19, faktor harga dan ketersediaan produk lebih dominan mempengaruhi keputusan pembelian. Penelitian ini menekankan pentingnya strategi pemasaran yang mempertimbangkan pengaruh COO dan CE untuk meningkatkan penjualan, serta menunjukkan bahwa faktor CE, persepsi COO, dan keasingan merek mempengaruhi preferensi konsumen di berbagai negara, seperti Vietnam, Turki, Thailand, UAE, China, Malaysia,
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