THE EFFECT OF DEMOGRAPHIC VARIABLES ON CONSUMER ETHNOCENTRISM IN INDONESIA (STUDY CASE IN PALU AND YOGYAKARTA)

This research aims at investigating the effect of demographic variables on consumer ethnocentrism in Indonesia. Consumer ethnocentrism seems to be the factor that marketers should considered to see the willingness to buy domestic product rather that foreign product. This paper tests the level of this tendency using demographic variables (Age, Gender, level of income, and level of education). Data has been collected from 150 respondents online questionnaire form. Regression analysis, descriptive analysis and ANOVA were used to analyze the data. The result of this study revealed that for both locations there was a positive effect of age on consumer ethnocentrism, while no effect was found in the gender, education level, income level on consumer ethnocentrism. Further research can be conduct a continuation after measure the tendency of ethnocentrism level to the consumer actions, such as willingness to buy. Research about demographic and consumer ethnocentrism should conduct the case study of specific products to determine the ethnocentric level of certain products, because some people have their own opinion of buying product in different products