Hubungan Identitas Nasional dengan Keputusan Pembelian Produk Luar Negeri

Abstract

One of the effects of the open market is the entry of foreign brands into Indonesia. Because of this, the existence of local products began to be shifted by the presence of various kinds of foreign products. In the science of consumer behavior, before deciding to buy a product, consumers will look at where the product was produced (country of origin), which connects the product with the national identity of a country, which in turn will result in a strong emotional attachment to the brand and product. This study aims to look at the relationship between National Identity and Purchase Decisions on foreign products. This study used a quantitative method with a sample of 101 people. The data collection method uses a Likert scale consisting of the National Identity and Purchasing Decision scales. The results showed that the relationship formed between national identity and purchasing decisions is a high-level relationship with a coefficient of -0.762. The negative sign means that the higher the National Identity, the lower the Purchase Decision on foreign products. 92 people out of 101 respondents have a high National Identity, and 53 people out of 101 respondents have a high Purchase Decision.