gambaran ethnocentrism konsumen di kota bandung
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GAMBARAN ETHNOCENTRISM KONSUMEN DI KOTA BANDUNG
SKRIPSI
Disusun untuk Memperoleh Gelar Sarjana Psikologi di Departemen Psikologi
Fakultas Ilmu Pendidikan Universitas Pendidikan Indonesia
Oleh:
Trianisa
1301963
DEPARTEMEN PSIKOLOGI
FAKULTAS ILMU PENDIDIKAN
UNIVERSITAS PENDIDIKAN INDONESIA
2020
922/SKRIPSI/PSI-FIP/10/2020
GAMBARAN ETHNOCENTRISM KONSUMEN DI KOTA BANDUNG
Oleh :
Trianisa
Sebuah skripsi yang diajukan untuk memenuhi salah satu syarat
memperoleh gelar Sarjana Psikologi pada Departemen Psikologi Fakultas
Ilmu Pendidikan
© Trianisa
Universitas Pendidikan Indonesia
2020
Hak Cipta dilindungi undang-undang
Skripsi ini tidak boleh diperbanyak seluruhnya atau sebagian, dengan
dicetak ulang, difoto kopi, atau cara lainnya tanpa izin dari penulis
LEMBAR PENGESAHAN SKRIPSI
Trianisa
1301963
GAMBARAN ETHNOCENTRISM KONSUMEN DI KOTA BANDUNG
Disetujui dan Disahkan Oleh Pembimbing :
Pembimbing I
Ita Juwitaningrum, S.Psi., M.Pd.
NIP. 19780312 200501 2 002
Pembimbing II
Diah Zaleha Wyandini, S.Psi., M.Si.
NIP. 19780314 200912 2 001
Mengetahui,
Ketua Departemen Psikologi
Dra. Sri Maslihah, M.Psi., Psikolog
NIP. 19700726 200312 2 001
ABSTRAK
Trianisa (1301963). Gambaran Tingkat Etnosentrisme Konsumen di Kota
Bandung. Skripsi. Departemen Psikologi, Fakultas Ilmu Pendidikan, Universitas
Pendidikan Indonesia. Bandung. (2020)
Penelitian ini bertujuan untuk mengetahui tingkat etnosentrisme konsumen di kota
Bandung pada produk makanan. Metode penelitian yang digunakan adalah
metode kuantitatif dengan sampel dalam penelitian ini berjumlah 312 orang
konsumen di kota Bandung yang pernah membeli produk lokal dan impor.
Instrumen pada penelitian ini menggunakan instrumen yang dibuat oleh Nisfiyani
(2013) berdasarkan turunan dari dimensi-dimensi consumer ethnocentrism oleh
Siagmaka (2009) kemudian dimodifikasi disesuaikan dengan konteks penelitian
yang dilakukan peneliti. Teknis analisis data yang digunakan dalam penelitian ini
menggunakan t-test. Hasil yang diperoleh menunjukan bahwa tingkat
etnosentrisme konsumen di kota Bandung termasuk kedalam kategori tinggi.
Kata kunci : consumer ethnocentrism, produk lokal, faktor-faktor consumer
ethnocentrism
ABSTRAK
Trianisa (1301963). The level of Consumer Ethnocentrism in Bandung City.
Unpublished research paper. Department of Psychology, Faculty of Education
Science, Indonesia University of Education, Bandung (2020).
This study aims to determine the level of consumer ethnocentrism in Bandung city
based on food product. The research method used a quantitative method with the
sample 312 consumers in Bandung city who have bought local and imported
products. The instrument in this study used an instrument made by Nisfiyani
(2013) based on derivatives of the dimensions of consumer ethnocentrism by
Siagmaka (2009) and then modified according to the context of the research
conducted by the researcher. The data analysis technique in this study used the t-
test. The results obtained indicate that the level of consumer ethnocentrism in
Bandung city is in the high category.
Keyword: consumer ethnocentrism, local product, consumer ethnocentrism factor
DAFTAR ISI
KATA PENGANTAR .......................................................................................... iii
UCAPAN TERIMAKASIH .................................................................................iv
ABSTRAK .............................................................................................................vi
DAFTAR ISI .......................................................................................................... 8
DAFTAR TABEL ................................................................................................. 9
BAB I ....................................................................................................................... 1
PENDAHULUAN .................................................................................................. 1
A. Latar Belakang Penelitian ............................................................................ 1
B. Rumusan Masalah Penelitian ....................................................................... 4
C. Tujuan Penelitian ......................................................................................... 4
D. Manfaat Penelitian ....................................................................................... 4
E. Sistematika Penulisan Skripsi ...................................................................... 4
BAB II ..................................................................................................................... 6
KAJIAN PUSTAKA .............................................................................................. 6
A. Consumer Ethnocentrism ............................................................................. 6
1. Konsep Consumer Ethnocentrism ............................................................ 6
2. Definisi Consumer Ethnocentrism ........................................................... 7
3. Dimensi Consumer Ethnocentrism .............................................................. 7
4. Karakteristik Consumer Ethnocentrism ....................................................... 8
5. Pengukuran Consumer Ethnocentrism ......................................................... 9
6. Faktor-Faktor yang Dapat Mempengaruhi Consumer Ethnocentrism ......... 9
B. Kerangka Pemikiran ................................................................................... 11
C. Hipotesis Penelitian .................................................................................... 12
D. Asumsi Penelitian ...................................................................................... 13
BAB III .................................................................................................................. 14
METODE PENELITIAN .................................................................................... 14
A. Desain Penelitian........................................................................................ 14
B. Partisipan .................................................................................................... 14
C. Populasi dan Sampel Penelitian ................................................................. 14
1. Populasi .................................................................................................. 14
2. Sampel .................................................................................................... 15
D. Variabel Penelitian dan Definisi Operasional ............................................ 15
1. Variabel Penelitian ................................................................................. 15
2. Definisi Operasional ............................................................................... 15
E. Teknik Pengambilan Data ...........................................................................16
F. Instrumen Penelitian ...................................................................................16
1. Consumer Ethnocentrism ........................................................................16
G. Prosedur Penelitian .....................................................................................17
1. Persiapan .................................................................................................17
2. Pengambilan Data ...................................................................................17
3. Pengolahan Data ......................................................................................17
H. Teknik Analisis Data ...................................................................................18
I. Uji Validitas dan Reliabilitas ......................................................................19
1. Uji Validitas ............................................................................................19
2. Uji Reliabilitas .........................................................................................20
BAB IV .................................................................................................................. 22
HASIL DAN PEMBAHASAN ............................................................................ 22
A. Data Demografis .........................................................................................22
B. Pembahasan .................................................................................................28
D. Keterbatasan Penelitian ...............................................................................30
BAB V ................................................................................................................... 31
KESIMPULAN DAN REKOMENDASI ........................................................... 31
A. Kesimpulan .................................................................................................31
B. Saran ...........................................................................................................31
DAFTAR PUSTAKA
DAFTAR TABEL
Tabel 2.1 DEFINISI CONSUMER ETHNOCENTRISM MENURUT PARA AHLI
10
Tabel 3.1 Gambaran Demografis Populasi Penelitian di Kota 15 Bandung
Tabel 3.2 Kisi-kisi item Consumer Ethnocentrism 17
Tabel 3.3 Penyekoran instrument Consumer Ethnocentrism 17
Tabel 3.4 Tabel Uji Validitas 19
Tabel 3.5 Tabel Uji Reliabilitas 20
Tabel 4.1 Gambaran Demografis Partisipan Berdasarkan 22 Jenis Kelamin
Tabel 4.2 Gambaran Demografis Partisipan Berdasarkan 23 Status Pendidikan
Tabel 4.3 Gambaran barang/produk Indonesia yang sering 23 dibeli
Tabel 4.4 Gambaran tingkat Consumer Ethnocentrism 24
Tabel 4.5 Gambaran Consumer Ethnocentrism Per Jenis Kelamin 25
Tabel 4.6 Gambaran Tingkat Consumer Ethnocentrism Per Usia 25
Tabel 4.7 Gambaran Tingkat Consumer Ethnocentrism 26 Berdasarkan Status Pendidikan
Tabel 4.8 Hasil Uji Beda Consumer Ethnocentrism Berdasarkan 26 Jenis Kelamin
Tabel 4.9 Hasil Uji Beda Consumer Ethnocentrism Berdasarkan 27 Usia
Tabel 4.10 Hasil Uji Beda Consumer Ethnocentrism Berdasarkan 27 Status Pendidikan
Tabel 4.11 Hasil Uji Beda Consumer Ethnocentrism Berdasarkan 28 Produk yang Dibeli
DAFTAR GAMBAR
Gambar 2.1 Kerangka Berpikir 10
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