The Effect of Animosity and Ethnocentrism and Cosmopolitanism to Willingness to Buy Through Product Judgment on Korean Drama Viewer in Samarinda

Abstract

Abstract_This study aims to analyze the effect of animosity and cosmopolitanism and ethnocentrism on a willingness to buy through product judgment on Korean Drama viewers in Samarinda City. This study uses qualitative data and a quantitative path analysis approach that is processed with statistical software SPSS version 23.0 and Structural Equation Model (SEM) with AMOS version 5.0. The sample was set as many as 142 respondents and was screened to 105 respondents. The sample is distributed using the Cross-Sectional Sampling method by involving different groups of people in the variable but having the same characteristics involve socioeconomic status, educational background, and ethnicity. The measurement scale uses a Likert scale of 1-5.To prove the hypotheses there are several test consist of the validity and reliability test, the estimation test and structural fittest model. The results showed that animosity and cosmopolitanism had a significant impact on product judgment but ethnocentrism did not have a significant impact on product judgme nt and the high level of cosmopolitanism did not make a significant relationship with willingness to buy.