Julina, - and Desrir Miftah and Lusi Suwandari (2014) The Effect of Religiosity, Ethnocentrism, and Corporate Image on Perception of Foreign Product Purchasing Behavior: Experience from Students of University of Suska Riau. In: The Global Advanced Research Conference on Management and Business Studies (GARCOMBS 2014), 15-18 Oktober 2014, Bangkok, Thailand.

Preview

Text Garcombs 2014 Julina et al.pdf Download (666kB) | Preview

Abstract

This paper attempts to discover the effect of religiosity, ethnocentrism, and corporate image toward students’ perception in purchasing foreign product. Total 100 questionnaires were distributed to university students. Religiosity, ethnocentrism, and corporate image denoted as the independent variables, and perception in purchasing foreign product as the dependent variable. After testing its validity and reliability, data was analyzed using multiple regression analysis. It is found that religiosity, ethnocentrism, and corporate image affect perception in purchasing foreign product. Religiosity and ethnocentrism have negative significant impact, while corporate image has positive significant impact on students’ perception in purchasing foreign products. This paper will help to highlight the students’ behavior in Pekanbaru and can be used to design marketing strategy in distributing foreign product in Pekanbaru. Keyword - religiosity, ethnocentrism, corporate image, perception in purchasing foreign product

Actions (login required)

View Item