The effect of global & local identity on
purchase intention mediated by attitude
toward global products: a study on consumers
in the greater jakarta
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Institusion
Sekolah Tinggi Manajemen Ipmi
Author
Herdiansyah, Adrianus J.
Subject
HB Economic Theory
Datestamp
2020-01-16 06:38:05
Abstract :
Through the constant change of the world such as the emergence of advanced technology, social media, and modern transportation, people are changing in terms of behavior and identity. With the new existence of global identity, few studies are shedding light about the global identity and how it effects purchase intention. Even though there are few studies on global identity, recent studies only focus up to the point of attitude toward global brands. Studies on this topic are limited and most of them have been conducted in developed nations. The author proposes to measure the strength of Indonesian consumer identity based on their attachment to the nation and global community. Next, the following objective is to examine the role of global identity and local ide ntity and how it effects attitude toward global products. Afterwards, the third objective is to test the effect of consumers? attitude on their purchase intentions for global products. A convenience sampling is used for the collection of the respondents. From a minimum sample size of 165, 213 respondents were accumulated. The analysis of the data was done with a structural equation modeling. This research found that Indonesian consumers mostly in the Greater Jakarta possessed both global and local identity with a slightly higher possession of global identity than local identity. It also found that global identity had a significant positive effect on purchase intention of global products mediated by attitude. Keyword: Attitude, Global Identity, Local Identity, Purchase Intention
Through the constant change of the world such as the emergence of advanced technology, social media, and modern transportation, people are changing in terms of behavior and identity. With the new existence of global identity, few studies are shedding light about the global identity and how it effects purchase intention. Even though there are few studies on global identity, recent studies only focus up to the point of attitude toward global brands. Studies on this topic are limited and most of them have been conducted in developed nations. The author proposes to measure the strength of Indonesian consumer identity based on their attachment to the nation and global community. Next, the following objective is to examine the role of global identity and local ide ntity and how it effects attitude toward global products. Afterwards, the third objective is to test the effect of consumers? attitude on their purchase intentions for global products. A convenience sampling is used for the collection of the respondents. From a minimum sample size of 165, 213 respondents were accumulated. The analysis of the data was done with a structural equation modeling. This research found that Indonesian consumers mostly in the Greater Jakarta possessed both global and local identity with a slightly higher possession of global identity than local identity. It also found that global identity had a significant positive effect on purchase intention of global products mediated by attitude. Keyword: Attitude, Global Identity, Local Identity, Purchase Intention
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