@thesis{thesis,
		author={Wicaksono  Ardian},
		title ={Analisis Pengaruh Consumer Ethnocentrism Tendency Terhadap Purchase Intention: Studi Penelitian Pada Apparel Lokal},
		year={2015},
		url={http://repository.ibs.ac.id/847/},
		abstract={In  modern  times,  consumer  ethnocentrism  has  become  an  important  strategic  tool used  by  domestic  firms  in  the  face  of  global  competition.  However,  the  ability  to  use  this phenomenon and its practical validity can vary in different industrial and cultural contexts. The  main  purpose  of  this  study  was  to  investigate  what  leads  consumers  to  ethnocentrism and  the  effects  of  their  ethnocentrism  on  attitudes  toward  product,  and  subsequently  on purchase intentions (PI)
The  consumer  ethnocentric  tendency  was  measured  using  the  famous  CETSCALE developed by Shimp and Sharma. Cronbach?s Alpha values of each construct confirmed that a good interring reliability exists with the data. Principle component analysis was employed to determine the important factors of CET SCALE and Structural Equation Model was used to analyze the results.
The  results  revealed  that  the  ethnocentric  tendency  of  consumers  is  positively correlated  with  the  favorable  attitudes  of  customers  towards  local  apparel  brands  in Indonesia  and  also  that  consumers  attitude  toward  local  apparel  brand  is  positively correlated  with  the  purchase  intention.  Finally,  the  researchers  provide  some  suggestions for  domestic  apparel  firms  in  the  Indonesia  to  develop  appropriate  branding  strategies  in considering consumer ethnocentrism as a strategic tool
Keyword : Consumer Ethnocentris, Local Apaprel Brands, Attitude Toward        Product, Purchase Intention}
		}