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Impact of Country of Origin on Malaysian Consumers’ Willingness to Purchase Indonesian Products

This study conducted in Melacca, Malaysia, investigates the effects of country of origin, consumer ethnocentrism, and animosity on the purchasing intentions of Malaysian consumers towards Indonesian products. Using a convenience sampling method with 150 respondents, data was collected through a structured questionnaire utilizing a 5-point Likert scale. Analysis through Structural Equation Modeling (SEM) reveals that country of origin significantly influences product evaluations. Additionally, the study supports existing literature on consumer sentiment towards international products, echoing previous findings from various countries.

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Impact of Country of Origin on Malaysian Consumers’ Willingness to Purchase Indonesian Products

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  1. conducted in Melacca, Malaysia. • convenience sampling method, 150 respondents purchasing various foods in supermarket with a-5-scale- Likert Scale, • Structural Equation Modeling (SEM) • Country of Origin six questions and Willingness to Buy was measured by five questions developed by Nakos & Hajidimitriou (2007). • Consumer Ethnocentrism :six statements, Consumer Animosity :four questions inquiring of Malaysian consumers’ feelings towards Indonesia and Indonesian people developed by Klein, Ettenson and Morris (1998).

  2. The overall results show that country of origin, animosity and consumer ethnocentrism significantly affect the willingness to purchase Indonesian products among Malaysian • We find that country of origin the most strongly influences consumer product evaluations

  3. The findings on animosity and consumer ethnocentrism coincide with previous research that had found that consumers in China (Klein, Ettenson and Morris, 1998; Ishii, 2009), the United States (Klein, 2002), Greek (Nakos & Hajidimitriou, 2007) and Indonesia (Ramadania, Gunawan, Astuti, 2011)

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