INFLUENCE OF RELIGIOSITY, ETHNOCENTRISM, AND ANIMOSITY TOWARD PURCHASE INTENTION OF DANONE AQUA PRODUCTS IN BEKASI

Abstract

Recently, the conflict between Israel and Palestina back into the spotlight of the world including Indonesia. Local brands of bottled drinking water utilize this situation to promote its products with religious backgrounds. Even a local brand did a black campaign against Danone's bottled drinking water products which are considered as a Jewish company that support Israel and are also perceived as foreign companies threatening the Indonesian economy. This study aims to determine whether religiosity, ethnocentrism, and animosity have any effect on the decreasing percentage of Danone AQUA products penetration. Jabodetabek area is the largest contributor to the decreasing percentage of Danone AQUA product penetration. Considering the limitation of cost and time, the researcher limits the range of the population in this research only focused in Bekasi. The researcher distributed questionnaires using a nonprobability sampling technique that is convenience sampling and there are 203 respondents who proceed to be examined. With data processing using SPSS 24.0, the researcher got the result of testing the relationship among the mentioned variables. From the results obtained, it is founded that religiosity, ethnocentrism, and animosity simultaneously have significant influence toward consumer purchase intention of Danone AQUA products in Bekasi. Specifically, animosity is the most influential variable.