Effect of Ethnocentrism and Patriotism on the Buying Intention of Malaysian National Car

Che Aniza Che Wel, Syed Shah Alam, Nor Rahimy Khalid, Suraya Akmar Mokhtaruddin

Abstract


ABSTRACT

Malaysia is one of the Asian countries that triumph in producing national car with an outstanding achievements in automotive industry. Nowadays, Proton and Perodua are the famous Malaysian car brands among its citizens, where Perodua become the top of the list. Malaysian citizens appreciate and support Malaysian brand to demonstrate their ethnocentrism and patriotism. Therefore, it is inspiring to comprehend consumer buying intention, towards Malaysian national car. Thus, this study is intended to examine consumer’s buying intention of Malaysian national car by examining their ethnocentrism and patriotism by utilizing the Theory of Planned Behavior. This study was conducted in Klang Valley covering respondents from various occupational levels. The finding of this study indicates that, patriotism, attitude and subjective norm affect consumer buying intention toward Malaysian national car. Therefore, this finding provides evidence to the Malaysian car provider upon the degree of ethnocentrism and patriotism in influencing Malaysian consumer’s buying intention.

Keywords: Ethnocentrism; patriotism; buying intention

ABSTRAK

Malaysia merupakan salah satu negara Asia yang telah mencapai tahap kecemerlangan yang tinggi di dalam industri automotif terutamanya dengan penghasilan kereta nasionalnya sendiri. Pada masa kini, Proton dan Perodua merupakan jenama kereta nasional yang popular di kalangan rakyat Malaysia, di mana Perodua berada di tangga teratas. Rakyat Malaysia secara umumnya menghargai dan menyokong barangan keluaran Malaysia bagi menzahirkan rasa etnosentrisme dan patriotisme. Dengan itu, adalah menarik untuk meneroka niat pembelian pengguna terhadap kereta nasional Malaysia. Kajian ini bertujuan untuk mengkaji niat pembelian pengguna terhadap kereta nasional Malaysia dengan mengkaji tahap etnosentrisme dan patriotisme mereka dengan menggunakan“Theory of Planned Behavior”. Kajian ini telah dijalankan di sekitar Lembah Klang dengan melibatkan responden yang terdiri daripada pelbagai peringkat pekerjaan. Dapatan daripada kajian ini menunjukkan bahawa patriotisme, sikap dan norma subjektif mempengaruhi niat pembelian pengguna terhadap kereta nasional Malaysia. Oleh yang demikian, hasil kajian ini memberikan bukti kepada pengeluar kereta Malaysia ke atas tahap etnosentrisme dan patriotisme dalam mempengaruhi niat pembelian pengguna di Malaysia.

Kata kunci: Etnosentrisme; patriotism; niat pembelian


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