The Effect of Costumer Ethnocentrism on Tourists’ Purchase Decision

Abstract

The purpose of this Study was to investigate the effect of costumer ethnocentrism on purchase decision of a specific type of food. The concept of costumer ethnocentrism itself has been a phenomenon in developing countries as well as in Indonesia. It is necessary to conduct a study to find out the tendency of tourist in choosing what they eat when they travel. As one of the most famous ethnic food in Indonesia, Padang food, becomes the main reason why this study was conducted. It originally comes from West Sumatra. Therefore, this study examined the influence of west java tourist ethnocentrism in purchasing Padang food while they were outside their province, specifically who came to Jakarta Capital Special Region. The method used was an explanatory survey. This study took 200 respondents as the sample, and all of them were West Java tourists who visited Jakarta Capital Special Region. The Data were analyzed by using multiple regressions analysis. The result indicated that simultaneously, all the three dimensions in customer ethnocentrism influence tourists' purchase decision. Keywords-customer ethnocentrism; purchase decision3rd International Seminar on Tourism (ISOT 2018)

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