Crazy Rich Asians Movie: Consumer Culture Positioning (Study Case Madagascar And Indonesia)

Eva Felantsoa, Ralantoarinaivo (2023) Crazy Rich Asians Movie: Consumer Culture Positioning (Study Case Madagascar And Indonesia). Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Globalization has undeniably impacted the consumption patterns of individuals worldwide, leading to the adoption of similar values and behaviors within the global consumer culture landscape. Nonetheless, it is crucial to acknowledge that local consumer culture still holds considerable influence over shaping consumer behavior. This study aims to investigate the influence of Global Consumer Culture Positioning (GCCP) versus Local Consumer Culture Positioning (LCCP) on the intention to watch the film 'Crazy Rich Asians' in Madagascar and Indonesia. Furthermore, the author seeks to explore the role of customer perception and the Hofstede cultural dimension of individualism and collectivism in shaping this relationship. Data has been collected through an experimental design involving participants from both countries. A self-administered questionnaire was utilized to collect data from 136 individuals in Madagascar and Indonesia. The research encompasses literature review, research planning, and quantitative research employing an experimental factorial design. The qualified respondents were divided into four groups, with two groups from each country. The validity and reliability of the instrument were assessed through testing. The collected data was analyzed using ANOVA assumption and T-test to evaluate the hypotheses. The findings showed that in the GCCP group, GCCP positively influenced intention but negatively influenced customer perception. Customer perception negatively mediated the relationship between GCCP and intention. In both groups, Hofstede's Individualism vs. Collectivism had a negative moderating effect. In the LCCP group, the effects were mostly negative, except for a positive impact on intention. Those results aim to provide valuable insights into the efficacy of global and local marketing strategies concerning movie consumption, as well as the impact of cultural disparities on consumer behavior.
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Globalisasi telah secara tak terbantahkan mempengaruhi pola konsumsi individu di seluruh dunia, menyebabkan adopsi nilai dan perilaku yang serupa dalam lanskap budaya konsumen global. Meskipun demikian, penting untuk diakui bahwa budaya konsumen lokal masih memiliki pengaruh besar dalam membentuk perilaku konsumen. Penelitian ini bertujuan untuk menyelidiki pengaruh Posisi Budaya Konsumen Global (Global Consumer Culture Positioning/GCCP) versus Posisi Budaya Konsumen Lokal (Local Consumer Culture Positioning/LCCP) terhadap niat menonton film 'Crazy Rich Asians' di Madagascar dan Indonesia. Selain itu, penulis berupaya untuk mengeksplorasi peran persepsi pelanggan dan dimensi budaya Hofstede tentang individualisme dan kolektivisme dalam membentuk hubungan ini. Data telah dikumpulkan melalui desain eksperimen yang melibatkan peserta dari kedua negara. Kuesioner mandiri digunakan untuk mengumpulkan data dari 136 individu di Madagascar dan Indonesia. Penelitian mencakup tinjauan pustaka, perencanaan penelitian, dan penelitian kuantitatif dengan menggunakan desain faktorial eksperimental. Responden yang memenuhi syarat dibagi menjadi empat kelompok, dengan dua kelompok dari masing-masing negara. Validitas dan reliabilitas instrumen dinilai melalui pengujian. Data yang terkumpul dianalisis menggunakan asumsi ANOVA dan uji T untuk mengevaluasi hipotesis. Temuan penelitian menunjukkan bahwa pada kelompok GCCP, GCCP berpengaruh positif pada niat namun berpengaruh negatif pada persepsi pelanggan. Persepsi pelanggan secara negatif memediasi hubungan antara GCCP dan niat. Pada kedua kelompok, Individualisme vs. Kolektivisme Hofstede memiliki efek pemoderasi negatif. Pada kelompok LCCP, efek-efeknya sebagian besar negatif, kecuali untuk dampak positif pada niat. Hasil tersebut bertujuan untuk memberikan wawasan berharga mengenai efektivitas strategi pemasaran global dan lokal dalam hal konsumsi film, serta dampak perbedaan budaya pada perilaku konsumen.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	GCCP, LCCP, Consumer behavior, Cross-cultural differences, Hofstede's cultural dimension, Crazy Rich Asians
Subjects:	D History General and Old World > DS Asia D History General and Old World > DT Africa H Social Sciences > HA Statistics H Social Sciences > HA Statistics > HA31.35 Analysis of variance H Social Sciences > HB Economic Theory > HB801 Consumer behavior. H Social Sciences > HQ The family. Marriage. Woman > HQ2042 life style H Social Sciences > HT Communities. Classes. Races
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Ralantoarinaivo Eva Felantsoa
Date Deposited:	18 Jan 2024 04:40
Last Modified:	18 Jan 2024 04:40
URI:	http://repository.its.ac.id/id/eprint/102433

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