Etnosentrisme Konsumen Dan Sikap Terhadap Merek Dalam Membentuk Brand Love Fashion Lokal Di E-Commerce (Studi Komparatif Generasi Y Dan Z)

Rasyid, Reizano Amri (2025) Etnosentrisme Konsumen Dan Sikap Terhadap Merek Dalam Membentuk Brand Love Fashion Lokal Di E-Commerce (Studi Komparatif Generasi Y Dan Z). Doctoral thesis, Institut Teknologi Sepuluh Nopember.

Text 7032222001-Dissertation.pdf - Accepted Version Restricted to Repository staff only Download (13MB) | Request a copy

Abstract

Penelitian ini menganalisis mekanisme pembentukan brand love terhadap merek fesyen lokal pada konsumen perempuan Indonesia di e-commerce serta membandingkan Generasi Y dan Generasi Z. Kerangka Stimulus –Organism–Response (S–O–R) memposisikan perceived product quality (PPQ), perceived price (PP), dan government buy local campaign (GBLC) sebagai stimulus yang memengaruhi attitude toward local brand (ATB) dan consumer ethnocentrism (CET), yang selanjutnya membentuk brand love (BL). Studi kuantitatif eksplanatori cross-sectional berbasis survei dianalisis menggunakan PLS-SEM, dilanjutkan MICOM dan Multi-Group Analysis (MGA). Pada model agregat, CET berperan sentral dalam meningkatkan ATB dan BL (β=0,422; p<0,001), sementara ATB berpengaruh signifikan pada BL (β=0,291; p<0,001). Secara generasional, Generasi Y lebih attitude-driven (ATB→BL β=0,471; p<0,001; PP→ATB β=0,334; p<0,001), sedangkan Generasi Z menunjukkan peran CET yang lebih menonjol (CET→BL β=0,476; p<0,001), dukungan GBLC terhadap ATB (β=0,346; p<0,001), serta PP→ATB yang signifikan namun berarah negatif (β=−0,364; p<0,001). Temuan ini memperkaya penerapan S–O–R pada konteks pro-lokal digital dan mengarahkan strategi tersegmentasi untuk memperkuat keterikatan emosional terhadap merek lokal lintas generasi.
======================================================================================================================================
This study examines the mechanisms underlying brand love for local fashion brands among Indonesian female consumers in e-commerce and compares Generation Y and Generation Z. The Stimulus –Organism–Response (S–O–R) framework positions perceived product quality (PPQ), perceived price (PP), and the government buy-local campaign (GBLC) as stimuli that shape internal states attitude toward local brands (ATB) and consumer ethnocentrism (CET) which subsequently foster brand love (BL). Using an explanatory, cross-sectional survey design, the data were analyzed with PLS-SEM, followed by MICOM and MultiGroup Analysis (MGA). In the aggregate model, CET plays a central role by strengthening both ATB and BL (β = 0.422; p < 0.001), while ATB also significantly predicts BL (β = 0.291; p < 0.001). Across generations, Generation Y exhibits a more attitude-driven mechanism (ATB→BL β = 0.471; p < 0.001; PP→ATB β = 0.334; p < 0.001). In contrast, Generation Z shows a more pronounced role of CET (CET→BL β = 0.476; p < 0.001), stronger support from GBLC for ATB (β = 0.346; p < 0.001), and a significant but negative PP→ATB relationship (β = −0.364; p < 0.001). These findings extend the application of S–O–R to a digital pro-local context and suggest the need for segmented strategies to strengthen emotional attachment to local brands across generations.

Item Type:	Thesis (Doctoral)
Uncontrolled Keywords:	brand love, consumer ethnocentrism, attitude toward local brands, Stimulus –Organism–Response (S–O–R), government buy-local campaign, PLS-SEM.
Subjects:	H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing) H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 78201-System And Technology Innovation
Depositing User:	Reizano Amri Rasyid
Date Deposited:	02 Feb 2026 01:14
Last Modified:	02 Feb 2026 01:14
URI:	http://repository.its.ac.id/id/eprint/131617

Actions (login required)

View Item