ANALISIS PENGARUH XENOSENTRISME KONSUMEN INDONESIA PADA MINAT BELI MEREK ASING DENGAN SIKAP PADA PRODUK SEBAGAI VARIABEL PEMEDIASI
STUDI KASUS: SIKAP MAHASISWI JABODETABEK PADA PRODUK SKINCARE KOREA
Kata Kunci:
Xenosentrisme Konsumen, Sikap pada Produk, Skincare, Minat Beli.Abstrak
Korean Wave berhasil mempengaruhi kehidupan masyarakat Indonesia, khususnya bagi para perempuan. Maraknya konten Korea seperti drama, boy group/girl group Kpop ini menarik perhatian masyarakat pada kecantikan kulit putih dan mulus yang dimiliki artis Korea. Produk kecantikan Korea merupakan barang impor yang semakin banyak jumlahnya karena pengaruh Korean Wave. Hal ini yang mempengaruhi tren penggunaan produk perawatan kulit di Indonesia. Penelitian ini dilakukan untuk mengetahui pengaruh xenosentrisme konsumen pada minat beli melalui sikap pada produk. Penelitian ini menggunakan metode kuantitatif dengan menyebarkan kuesioner kepada 100 responden menggunakan Google Form. Penelitian ini menggunakan analisis jalur. Hasil penelitian menunjukkan bahwa terdapat pengaruh signifikan xenosentrisme konsumen melalui sikap pada produk pada minat beli.
Referensi
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Ajzen, I. & Fishbein, M. 1980. Understanding Attitudes and Predicting Social Behavior. Englewood Cliffs, New Jersey: Prentice-Hall. Ajzen, I. & Fishbein, M. 2005. The Influence of Attitudes on Behavior. In: Albarracín, D., Johnson, B.T. & Zanna, M.P., Eds., The Handbook of Attitudes, Erlbaum, Mahwah, 173-221.
Balabanis, George & Diamantopuolos, Adamantios. 2016. Consumer Xenocentrism as Determinant of Foreign Product Preference: A System Justification Perspective. Journal of International Marketing, Vol. 24 No. 3, pp 58-77
Bungin, Burhan. 2005. Metode Penelitian Kuantitatif. Jakarta: Prenadamedia.
Camacho. J. Luis; Salazar-Concha, Christian; Ramirez-Correa, Patricio. 2020. The Influence of Xenocentrism on Purchase Intention of the Consumer: The Mediating Role of Product Attitudes. Sustainability, MDPI, Vol.12 No. 4, pp 1-12
Cateora, R. Philip & Graham, I. John. 2007. Pemasaran Internasional jilid pertama Edisi 13. Jakarta: Penerbit Salemba Empat
Jurnal Transaksi Vol. 14, No. 1
ISSN 1979-990X
Mei 2022
55
Cleveland, Mark; Balakrishnan, Anjana. 2018. Appreciating VS Venerating Cultural Outgroups (The Psychology og Cosmopolitanism and Xenocentrism). Emerald Publishing Limited, 36(3), 0265-1335. doi:10.1108/IMR-09-2018-0260
Damianti dkk. 2017. Perilaku Konsumen. Depok: PT Raja Grafindo Persada
Dodds, W. B., Monroe, K. B., & Grewal, D. 1991. Effect of price, brand and store information on buyers’ product evaluations. Journal of Marketing Research, Vol. 28 No. 3, pp 307-319.
Ernawati, Sri. (2019). Pengaruh Etnosentrisme dan Product Knowledge terhadap Minat Beli Produk Tembe Mee Donggo. Distribusi - Journal of Management and Business, Vol. 7 No. 2 halaman 215–230.
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Ferdinand, Augusty. 2006. Metode Penelitian Manajemen. Semarang: BP UNDIP
Firmansyah, M. Anang. 2018. Perilaku Konsumen (Sikap dan Pemasaran). Yoyakarta: Deepublish
Gaur, Sanjaya S.; Bathula, Hanoku; Diaz, Carolina Varcarcel. 2015. Conceptualising The Influence of The Cultural Orientation of Latin Americans on Consumers’ Choice of US Brands. Journal of the International Management Centres, Vol. 27 No. 5, pp. 477-494
Ghodang, Hironymus. 2020. Path Analysis (Analisis Jalur) Konsep & Praktik Dalam Penelitian. Medan: PT Penerbit Mitra Grup Ghodang, Hironymus dan Hantono. 2020. Metode Penelitian Kuantitatif Konsep Dasar & Aplikasi Analisis Regresi dan Jalur dengan SPSS. Medan: PT Penerbit Mitra Grup Ghozali, I. (2018). Aplikasi Analisis Multivariate dengan Program IBM SPSS 25 Edisi 9. Semarang: Badan Penerbit Universitas Diponegoro Innisfree.com, 2021. Sejarah Brand,
https://www.innisfree.com/id/id/BrandPage.do?pageName=brand_history
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https://www.innisfree.com/id/id/product/productList.do Jost, John T. & Mahzarin R. Banaji. 1994. “The Role of Stereotyping in System-Justification and the Production of False Consciousness. British Journal of Social Psychology, Vol. 33 No. 1, pp 1-27. Jost, John T. 2011. System Justification Theory as Compliment, Complement, and Corrective to Theories of Social Identification and Social Dominance. Social Motivation, D. Dunning, ed. New York: Psychology Press Keller, K.L. 1993. Conceptualizing, Measuring, and Managing Consumer-based Brand Equity. Journal of Marketing, Vol. 57 No.1, pp. 1-22 Kemenperin. 2015. Produk Impor Kuasai Pasar Kosmetik. Kemenperin. https://kemenperin.go.id/artikel/11943/Produk-Impor-Kuasai-Pasar-Kosmetik Kemenperin. (2018). Industri Kosmetik Nasional Tumbuh 20%. https://kemenperin.go.id/artikel/18957/Industri-Kosmetik-Nasional-Tumbuh-20 Kent, Donald P.; Burnight, Robert G. 1951. Group Centrism in Complex Societies. American Journal of Sociology, Vol. 57 No. 3, pp, 256–259
Kinra, N. 2006. The effect of country of origin on foreign brand names in the Indian market. Marketing Intelligence & Planning, Vol. 24 No. 1, pp. 15-30.
Laneige.com, 2021. Sejarah Laneige,
https://www.laneige.com/id/id/laneige-story/feel-the-glow/index.html
Laneige.com, 2021. Produk Laneige,
https://www.laneige.com/id/id/product/Skincare/index.html Lawrence, Steven James. 2012. Consumer Xenocentrism and Consumer Cosmopolitanism; The Development and Validation of Scales of Constructs Influencing Attitudes Towards Foreign Product Consumption. Dissertation. Michigan: Wayne State University Mockaitis, Audra I; Salciuviene, Laura; Ghauri, Pervez N. 2015. On What Do Consumer Product Preferences Depend? Determining Domestic Versus Foreign Product Preferences in An Emerging Economy Market. Journal of International Consumer Marketing, Vol. 25 No. 3, pp.166-180
Morwitz, V.G. & D. Schmittlein. 1992. Using segmentation to improve sales forecasts based on purchase intent: Which ‘intenders’ actually buy? Journal of Marketing Research, Vol. 29 No. 4, pp. 391-405. Mueller, Rene Dentiste; Wang, George Xun; Liu, Guoli; Cui, Charles Chi. 2015. Consumer Xenocentrism in China: An Explonatory Study. Asia Pasific Journal of Marketing and Logistics, Vol. 28 No. 1, pp. 73-91 Naturerepublic.id, 2021. About Us,
https://naturerepublic.id/about-us
Naturerepublic.id, 2021. Our Products,
https://naturerepublic.id/products Novita. 2016. Xenocentrism: Perilaku Pembelian Konsumen Indonesia Pada Produk Asing di Era Perdagangan Bebas. Skripsi. Jakarta: Universitas Bunda Mulia Novita S. (2019). Pertumbuhan Innisfree Capai 70% di Indonesia. Lifestylebisnis.
https://lifestyle.bisnis.com/read/20190719/220/1126271/pertumbuhan-innisfree-capai-70-di-indonesia- Ogden, D.T., Ogden, J.R. and Schau, H.J. 2004. Exploring the impact of culture and acculturation on consumer purchase decisions: towards a microcultural perspective. Academy of Marketing Science Review, Vol. 3 No. 1, pp. 1-22. Philip, R. Cateora; Mary C. Gilly; John L. Graham. 2011. International Marketing 15th Ed. United States: McGraw-Hill Irwin Prasetijo, Ristiyanti; Ihalauw, John. 2005. Perilaku Konsumen. Yogyakarta: Andi Offset. Prince, M.; Davies, M.; Cleveland, M.; & Palihawadana, D. 2016. Here, There, and Everywhere: A Study of Consumer Centrism. International Marketing Review, Vol. 33 No. 5, pp. 715-754 Reynolds, Fred D. & Wells, William D. 1977. Consumer Behaviour. New York: McGraw-Hill Book Company Rojas-Mendes, Jose I; Chapa, Sindy. 2019. X-scale: A New Scale to Measure Consumer Xenocentrism. Journal of Marketing Intelligence and Planning, Vol. 38 No. 3, pp. 354-368 Ruslan, R. 2013. Metode Penelitian: Public Relation & Komunikasi. Depok: Rajagrafindo Persada.
Sangadji dan Sopiah. 2013. Perilaku Konsumen: Pendekatan Praktis disertai Himpunan Jurnal Penelitian. Yogyakarta: Andi
Shera, S. (2018). 7 Skincare Korea yang Paling Dicari Wanita Indonesia Tahun 2018. IDN Times.
https://www.idntimes.com/life/women/pratiwi-wulandari/7-Skincare-korea-yang-paling-dicari-wanita-indonesia-tahun-2018-c1c2-1/7 Siregar, syofian. 2017. Metode Pemilihan Kuantitatif: Dilengkapi dengan Perbandingan Perhitungan Manual & SPSS. Jakarta: Kencana
Sivanathan, Niro & Nathan C. Pettit. 2010. Protecting the Self Through Consumption: Status Goods as Affirmational Commodities. Journal of Experimental Social Psychology, Vol. 46 No. 3, pp. 564-70
Sella P. (2019). Kemenperin Optimis Industri Kosmetik Kian Berdaya Saing. Antaranews.
https://www.antaranews.com/berita/1165332/kemenperin-optimistis-industri-kosmetik-kian-berdaya-saing
Sugiarto. 2017. Metodologi Penelitian Bisnis. Yogyakarta: Andi Offset Sugiyono. 2008. Metode Penelitian Bisnis. Bandung: Alfabeta CV Sugiyono. 2008. Metode Penelitian Kuantitatif Kualitatif dan R & D. Bandung: Alfabeta CV Suliyanto, 2018. Metode Penelitian Bisnis untuk Skripsi, Tesis, & Disertasi. Yogyakarta: Andi Offset. Abdullah, Thamrin. 2003. Manajemen Produksi dan Industri Kecil. Jakarta Pusat: Penerbitan Universitas Terbuka Thefaceshop.eraspace.com, 2021. Tentang Kami, https://thefaceshop.eraspace.com/page/tentang-kami Thefaceshop.eraspace.com, 2021. Skincare, https://thefaceshop.eraspace.com/catalog/skin-care-2113 Thefaceshop.eraspace.com, 2021. Makeup, https://thefaceshop.eraspace.com/catalog/make-up-2115 Thefaceshop.eraspace.com, 2021. Body, https://thefaceshop.eraspace.com/catalog/body-2117 Unaradjan, D. 2013. Metode Penelitian Kuantitatif. Jakarta: Universitas Atma Jaya.
Verlegh, P.W.J. 2007. Home Country Bias in Product Evaluation: The Complementary Roles of Economic and Socio-psychological Motives. Journal of International Business Studies, Vol. 38 No. 3, pp. 361-373.
Yayuk Widiyarti. 2018. Alasan Wanita Indonesia Lebih Suka Produk Kecantikan asal Korea. Cantik Tempo.
https://cantik.tempo.co/read/1159359/alasan-wanita-indonesia-lebih-suka-produk-kecantikan-asal-korea/full&view=ok ZAP Clinic. (2020). ZAP Beauty Index 2020. ZAP Clinic.
https://zapclinic.com/zapbeautyindex
Adminlina. 2020. Indonesia Pasar Potensial Produk Kosmetik. Pelaku Bisnis.
https://pelakubisnis.com/2020/02/indonesia-pasar-potensial-produk-kosmetik/
Adminlina. 2020. Kosmetik Impor Menggerogoti Pasar Dalam Negeri. Pelaku Bisnis.
https://pelakubisnis.com/2020/02/kosmetik-impor-menggerogoti-pasar-dalam-negeri/
Ahmad N. 2021. Sensus Penduduk 2020: Jumlah Laki-laki Lebih Banyak Daripada Perempuan. Kompas. https://www.kompas.com/tren/read/2021/01/22/113600465/sensus-penduduk-2020--jumlah-laki-laki-lebih-banyak-daripada-perempuan?page=all apgroup.com, 2021. About Us, https://www.apgroup.com/int/en/about-us/about-us.html
Alden, D.L., Steenkamp, J.B.E.M. and Batra, R. 2006. Consumer attitudes toward marketplace globalization: structure, antecedents and consequences. International Journal of Research in Marketing, Vol. 23 No. 3, pp. 227-239
Ajzen, I. & Fishbein, M. 1980. Understanding Attitudes and Predicting Social Behavior. Englewood Cliffs, New Jersey: Prentice-Hall. Ajzen, I. & Fishbein, M. 2005. The Influence of Attitudes on Behavior. In: Albarracín, D., Johnson, B.T. & Zanna, M.P., Eds., The Handbook of Attitudes, Erlbaum, Mahwah, 173-221.
Balabanis, George & Diamantopuolos, Adamantios. 2016. Consumer Xenocentrism as Determinant of Foreign Product Preference: A System Justification Perspective. Journal of International Marketing, Vol. 24 No. 3, pp 58-77
Bungin, Burhan. 2005. Metode Penelitian Kuantitatif. Jakarta: Prenadamedia.
Camacho. J. Luis; Salazar-Concha, Christian; Ramirez-Correa, Patricio. 2020. The Influence of Xenocentrism on Purchase Intention of the Consumer: The Mediating Role of Product Attitudes. Sustainability, MDPI, Vol.12 No. 4, pp 1-12
Cateora, R. Philip & Graham, I. John. 2007. Pemasaran Internasional jilid pertama Edisi 13. Jakarta: Penerbit Salemba Empat
Jurnal Transaksi Vol. 14, No. 1
ISSN 1979-990X
Mei 2022
55
Cleveland, Mark; Balakrishnan, Anjana. 2018. Appreciating VS Venerating Cultural Outgroups (The Psychology og Cosmopolitanism and Xenocentrism). Emerald Publishing Limited, 36(3), 0265-1335. doi:10.1108/IMR-09-2018-0260
Damianti dkk. 2017. Perilaku Konsumen. Depok: PT Raja Grafindo Persada
Dodds, W. B., Monroe, K. B., & Grewal, D. 1991. Effect of price, brand and store information on buyers’ product evaluations. Journal of Marketing Research, Vol. 28 No. 3, pp 307-319.
Ernawati, Sri. (2019). Pengaruh Etnosentrisme dan Product Knowledge terhadap Minat Beli Produk Tembe Mee Donggo. Distribusi - Journal of Management and Business, Vol. 7 No. 2 halaman 215–230.
Etude.com, 2021. Brand Concept,
https://www.etude.com/tw/zh/?page_id=535
Etude.com, 2021. Our Product,
https://www.etude.com/tw/zh/?post_type=product
Ferdinand, Augusty. 2006. Metode Penelitian Manajemen. Semarang: BP UNDIP
Firmansyah, M. Anang. 2018. Perilaku Konsumen (Sikap dan Pemasaran). Yoyakarta: Deepublish
Gaur, Sanjaya S.; Bathula, Hanoku; Diaz, Carolina Varcarcel. 2015. Conceptualising The Influence of The Cultural Orientation of Latin Americans on Consumers’ Choice of US Brands. Journal of the International Management Centres, Vol. 27 No. 5, pp. 477-494
Ghodang, Hironymus. 2020. Path Analysis (Analisis Jalur) Konsep & Praktik Dalam Penelitian. Medan: PT Penerbit Mitra Grup Ghodang, Hironymus dan Hantono. 2020. Metode Penelitian Kuantitatif Konsep Dasar & Aplikasi Analisis Regresi dan Jalur dengan SPSS. Medan: PT Penerbit Mitra Grup Ghozali, I. (2018). Aplikasi Analisis Multivariate dengan Program IBM SPSS 25 Edisi 9. Semarang: Badan Penerbit Universitas Diponegoro Innisfree.com, 2021. Sejarah Brand,
https://www.innisfree.com/id/id/BrandPage.do?pageName=brand_history
Innisfree.com, 2021. Ragam Produk,
https://www.innisfree.com/id/id/product/productList.do Jost, John T. & Mahzarin R. Banaji. 1994. “The Role of Stereotyping in System-Justification and the Production of False Consciousness. British Journal of Social Psychology, Vol. 33 No. 1, pp 1-27. Jost, John T. 2011. System Justification Theory as Compliment, Complement, and Corrective to Theories of Social Identification and Social Dominance. Social Motivation, D. Dunning, ed. New York: Psychology Press Keller, K.L. 1993. Conceptualizing, Measuring, and Managing Consumer-based Brand Equity. Journal of Marketing, Vol. 57 No.1, pp. 1-22 Kemenperin. 2015. Produk Impor Kuasai Pasar Kosmetik. Kemenperin. https://kemenperin.go.id/artikel/11943/Produk-Impor-Kuasai-Pasar-Kosmetik Kemenperin. (2018). Industri Kosmetik Nasional Tumbuh 20%. https://kemenperin.go.id/artikel/18957/Industri-Kosmetik-Nasional-Tumbuh-20 Kent, Donald P.; Burnight, Robert G. 1951. Group Centrism in Complex Societies. American Journal of Sociology, Vol. 57 No. 3, pp, 256–259
Kinra, N. 2006. The effect of country of origin on foreign brand names in the Indian market. Marketing Intelligence & Planning, Vol. 24 No. 1, pp. 15-30.
Laneige.com, 2021. Sejarah Laneige,
https://www.laneige.com/id/id/laneige-story/feel-the-glow/index.html
Laneige.com, 2021. Produk Laneige,
https://www.laneige.com/id/id/product/Skincare/index.html Lawrence, Steven James. 2012. Consumer Xenocentrism and Consumer Cosmopolitanism; The Development and Validation of Scales of Constructs Influencing Attitudes Towards Foreign Product Consumption. Dissertation. Michigan: Wayne State University Mockaitis, Audra I; Salciuviene, Laura; Ghauri, Pervez N. 2015. On What Do Consumer Product Preferences Depend? Determining Domestic Versus Foreign Product Preferences in An Emerging Economy Market. Journal of International Consumer Marketing, Vol. 25 No. 3, pp.166-180
Morwitz, V.G. & D. Schmittlein. 1992. Using segmentation to improve sales forecasts based on purchase intent: Which ‘intenders’ actually buy? Journal of Marketing Research, Vol. 29 No. 4, pp. 391-405. Mueller, Rene Dentiste; Wang, George Xun; Liu, Guoli; Cui, Charles Chi. 2015. Consumer Xenocentrism in China: An Explonatory Study. Asia Pasific Journal of Marketing and Logistics, Vol. 28 No. 1, pp. 73-91 Naturerepublic.id, 2021. About Us,
https://naturerepublic.id/about-us
Naturerepublic.id, 2021. Our Products,
https://naturerepublic.id/products Novita. 2016. Xenocentrism: Perilaku Pembelian Konsumen Indonesia Pada Produk Asing di Era Perdagangan Bebas. Skripsi. Jakarta: Universitas Bunda Mulia Novita S. (2019). Pertumbuhan Innisfree Capai 70% di Indonesia. Lifestylebisnis.
https://lifestyle.bisnis.com/read/20190719/220/1126271/pertumbuhan-innisfree-capai-70-di-indonesia- Ogden, D.T., Ogden, J.R. and Schau, H.J. 2004. Exploring the impact of culture and acculturation on consumer purchase decisions: towards a microcultural perspective. Academy of Marketing Science Review, Vol. 3 No. 1, pp. 1-22. Philip, R. Cateora; Mary C. Gilly; John L. Graham. 2011. International Marketing 15th Ed. United States: McGraw-Hill Irwin Prasetijo, Ristiyanti; Ihalauw, John. 2005. Perilaku Konsumen. Yogyakarta: Andi Offset. Prince, M.; Davies, M.; Cleveland, M.; & Palihawadana, D. 2016. Here, There, and Everywhere: A Study of Consumer Centrism. International Marketing Review, Vol. 33 No. 5, pp. 715-754 Reynolds, Fred D. & Wells, William D. 1977. Consumer Behaviour. New York: McGraw-Hill Book Company Rojas-Mendes, Jose I; Chapa, Sindy. 2019. X-scale: A New Scale to Measure Consumer Xenocentrism. Journal of Marketing Intelligence and Planning, Vol. 38 No. 3, pp. 354-368 Ruslan, R. 2013. Metode Penelitian: Public Relation & Komunikasi. Depok: Rajagrafindo Persada.
Sangadji dan Sopiah. 2013. Perilaku Konsumen: Pendekatan Praktis disertai Himpunan Jurnal Penelitian. Yogyakarta: Andi
Shera, S. (2018). 7 Skincare Korea yang Paling Dicari Wanita Indonesia Tahun 2018. IDN Times.
https://www.idntimes.com/life/women/pratiwi-wulandari/7-Skincare-korea-yang-paling-dicari-wanita-indonesia-tahun-2018-c1c2-1/7 Siregar, syofian. 2017. Metode Pemilihan Kuantitatif: Dilengkapi dengan Perbandingan Perhitungan Manual & SPSS. Jakarta: Kencana
Sivanathan, Niro & Nathan C. Pettit. 2010. Protecting the Self Through Consumption: Status Goods as Affirmational Commodities. Journal of Experimental Social Psychology, Vol. 46 No. 3, pp. 564-70
Sella P. (2019). Kemenperin Optimis Industri Kosmetik Kian Berdaya Saing. Antaranews.
https://www.antaranews.com/berita/1165332/kemenperin-optimistis-industri-kosmetik-kian-berdaya-saing
Sugiarto. 2017. Metodologi Penelitian Bisnis. Yogyakarta: Andi Offset Sugiyono. 2008. Metode Penelitian Bisnis. Bandung: Alfabeta CV Sugiyono. 2008. Metode Penelitian Kuantitatif Kualitatif dan R & D. Bandung: Alfabeta CV Suliyanto, 2018. Metode Penelitian Bisnis untuk Skripsi, Tesis, & Disertasi. Yogyakarta: Andi Offset. Abdullah, Thamrin. 2003. Manajemen Produksi dan Industri Kecil. Jakarta Pusat: Penerbitan Universitas Terbuka Thefaceshop.eraspace.com, 2021. Tentang Kami, https://thefaceshop.eraspace.com/page/tentang-kami Thefaceshop.eraspace.com, 2021. Skincare, https://thefaceshop.eraspace.com/catalog/skin-care-2113 Thefaceshop.eraspace.com, 2021. Makeup, https://thefaceshop.eraspace.com/catalog/make-up-2115 Thefaceshop.eraspace.com, 2021. Body, https://thefaceshop.eraspace.com/catalog/body-2117 Unaradjan, D. 2013. Metode Penelitian Kuantitatif. Jakarta: Universitas Atma Jaya.
Verlegh, P.W.J. 2007. Home Country Bias in Product Evaluation: The Complementary Roles of Economic and Socio-psychological Motives. Journal of International Business Studies, Vol. 38 No. 3, pp. 361-373.
Yayuk Widiyarti. 2018. Alasan Wanita Indonesia Lebih Suka Produk Kecantikan asal Korea. Cantik Tempo.
https://cantik.tempo.co/read/1159359/alasan-wanita-indonesia-lebih-suka-produk-kecantikan-asal-korea/full&view=ok ZAP Clinic. (2020). ZAP Beauty Index 2020. ZAP Clinic.
https://zapclinic.com/zapbeautyindex
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2022-05-31
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Research Articles
