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Unpublished research paper.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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