Proceedings of the First International Conference on Materials Engineering and Management - Management Section (ICMEMm 2018)

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The Effect of Animosity and Ethnocentrism and Cosmopolitanism to Willingness to Buy Through Product Judgment on Korean Drama Viewer in Samarinda

Authors
Indah Martati, Suminto, Roni Renaldi
Corresponding Author
Indah Martati
Available Online March 2019.
DOI
10.2991/icmemm-18.2019.4How to use a DOI?
Keywords
Animosity, Cosmopolitanism, Ethnocentrism, Product Judgment, Willingness To Buy
Abstract

This study aims to analyze the effect of animosity and cosmopolitanism and ethnocentrism on a willingness to buy through product judgment on Korean Drama viewers in Samarinda City. This study uses qualitative data and a quantitative path analysis approach that is processed with statistical software SPSS version 23.0 and Structural Equation Model (SEM) with AMOS version 5.0. The sample was set as many as 142 respondents and was screened to 105 respondents. The sample is distributed using the Cross-Sectional Sampling method by involving different groups of people in the variable but having the same characteristics involve socioeconomic status, educational background, and ethnicity. The measurement scale uses a Likert scale of 1-5. To prove the hypotheses there are several test consist of the validity and reliability test, the estimation test and structural fittest model. The results showed that animosity and cosmopolitanism had a significant impact on product judgment but ethnocentrism did not have a significant impact on product judgment and the high level of cosmopolitanism did not make a significant relationship with willingness to buy.

Copyright
© 2019, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the First International Conference on Materials Engineering and Management - Management Section (ICMEMm 2018)
Series
Advances in Economics, Business and Management Research
Publication Date
March 2019
ISBN
978-94-6252-681-5
ISSN
2352-5428
DOI
10.2991/icmemm-18.2019.4How to use a DOI?
Copyright
© 2019, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

risenwbib
TY  - CONF
AU  - Indah Martati
AU  - Suminto
AU  - Roni Renaldi
PY  - 2019/03
DA  - 2019/03
TI  - The Effect of Animosity and Ethnocentrism and Cosmopolitanism to Willingness to Buy Through Product Judgment on Korean Drama Viewer in Samarinda
BT  - Proceedings of the First International Conference on Materials Engineering and Management - Management Section (ICMEMm 2018)
PB  - Atlantis Press
SP  - 17
EP  - 20
SN  - 2352-5428
UR  - https://doi.org/10.2991/icmemm-18.2019.4
DO  - 10.2991/icmemm-18.2019.4
ID  - Martati2019/03
ER  -