PERAN DIMENSI-DIMENSI COUNTRY OF ORIGIN (COO), CONSUMER ETHNOCENTRISM, DAN KETERLIBATAN PRODUK PADA NIAT BELI KONSUMEN TERHADAP MEREK GLOBAL

Abstract

Globalization and international trade resulting the level of competition between firms more competitive. Domestic firms are not only competing with the other domestic firms but also must compete with foreign companies. Therefore, the role of Country of Origin (COO) becomes more important because COO can impact on the international competitiveness. COO describes how the consumers perceive the products that derived from the specific country and COO may become the intangible barriers for the firms to enter the new markets in the form of the consumers’ negative impression toward the imported products. The purpose of this article is to review the previous literature and research regarding COO and its dimensions and their impact on consumers’ evaluation toward the global products, especially consumers’ intention to buy on global brands. We also identified that consumer ethnocentrism and product involvement becomes the potential factors that may moderate the effect of COO dimensions on consumers’ intention to buy toward the global brands. Based on the previous literature and research, we proposed a conceptual framework regarding the effect of COO dimensions that included Country of Brand (COB), Country of Manufacture (COM), Country of Design (COD), and Country of Assembly (COA) on consumer intention to buy toward the global brands with consumer ethnocentrism and product involvement as moderator variables.