The Trends of Indonesian Consumer Ethnocentrism as a Reference for International Marketer

Abstract

The study aims to conclude and analyze the trends of ethnocentrism of Indonesian consumer for Foreign branded hotel in Indonesian which is determined by applying Consumer Ethnocentric Tendencies Scale (CETSCALE). The study reviewed the literatures that were related to the concept of ethnocentrism. CET SCALE that was developed by Shimp and Sharma (1 987) was adopted to measure the high or low level of consumer ethnocentrism toward Foreign branded hotel. Before applying CETSCALE as ethnocentric measurement, the scale of reliability was determined. The information that was obtained from the sample was analyzed using SPSS 16.0. The result of the investigation showed that CET SCALE is a reliable instrument to measure the trends of ethnocentrism for consumer in Indonesia. The result of analysis showed that the trends of consumer ethnocentrism in Indonesia is in medium category. The study was the first study that was conducted to investigate the trends level of consumer ethnocentrism for Foreign branded hotel in Indonesia and it was an empirical study for Indonesian entrepreneurs that were members of Indonesian entrepreneur association in Central Java. The study becomes a significant contribution to the development of the study related to consumer ethnocentrism and the study related to international marketing, especially in the hospitality industry.