Etnosentrisme Konsumen, Kerentanan Pengaruh Normatif, Permusuhan Konsumen terhadap Kesediaan untuk Membeli

This study aims to examine the impact of consumer ethnocentrism, vulnerability normative influence, and hostility towards purchasing foreign products in Indonesia context Indonesian franchised products. research method is quantitative. Questionnaires are used collect sample data. 350 questionnaires were distributed by direct delivery survey targeted respondents, 208 returned for processing. The data analysis PLS 3.3.0. results showed, a) ethnocentrism has a value t count > table, namely 2.193 1.96; b) susceptibility influences on 2.144 c) 6.858 d) influence purchase < 0.827 e) 3.524 1.96. In conclusion, positive relationship with hostility; positively related negative products; not negatively products.
 
 Keywords: Consumer Ethnocentrism, Susceptibility Normative Influences, Purchase Foreign Products, Hostility