巴东市消费者民族中心主义与社会地位对当地化妆品再购决策的影响

Proceedings of the 2nd Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-2 2018) Pub Date : 2019-04-01 DOI:10.2991/PICEEBA2-18.2019.95

Mayang Larasati, Yasri Yasri, Abror Abror

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引用次数: 0

摘要

本研究旨在分析巴东市消费者民族中心主义与社会地位对当地化妆品再购决策的影响。这是一项因果关联研究，旨在衡量一些营销变量影响另一个变量之间的关系。本研究的调查对象为在巴东市购买过当地化妆品的居民。调查对象多达267人。采用结构方程模型(SEM)对数据进行分析。研究结果表明:1)民族中心主义对社会地位有显著的正向影响;2)民族中心主义对巴东市当地化妆品的再购买决策没有显著影响;3)社会地位对巴东市当地化妆品的再购买决策有显著影响。

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The Effect of Consumer Ethnocentrism and Social Status on Repurchase Decision of Local Cosmetic Products in Padang City

This study aims to analyze the influence of consumer ethnocentrism and social status on the repurchase decision of local cosmetic products in Padang City. This is a causal associative research to measure the relationship between some marketing variables influence another. Respondents in this study were the people of Padang City having purchased local cosmetic products. As many as 267 people were selected as the respondents. The data were analyzed using the structural equation model (SEM). The results of the study prove that: 1) Ethnocentrism has a positive and significant effect on the social status; 2) Ethnocentrism has no significant effect on the repurchase decision of local cosmetic products in Padang city; 3) Social status has a significant effect on the repurchase decision of local cosmetic products in Padang city.

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Proceedings of the 2nd Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-2 2018)

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