Product Image And Ethnocentrism Factors In Influencing Knowledge Of UIS Karo Among Universitas Medan Area Students

Adelina Lubis; Siti Anggiani Syahvira; Aulia Sofiea Putri; Zul Azmi Mutahajjid; Andi Reza Syahputra Lubis

doi:10.55606/icesst.v3i2.419

Authors

Adelina Lubis Universitas Medan Area
Siti Anggiani Syahvira Universitas Medan Area
Aulia Sofiea Putri Universitas Medan Area
Zul Azmi Mutahajjid Universitas Medan Area
Andi Reza Syahputra Lubis Universitas Medan Area

DOI:

https://doi.org/10.55606/icesst.v3i2.419

Keywords:

Product Image, Ethnocentrism, Uis Karo, Cultural Knowledge, Students

Abstract

This study aims to analyze the influence of product image and ethnocentrism factors on knowledge about Uis Karo, a traditional cloth typical of the Karo people, among students of Medan Area University. Product image refers to students' perceptions of the quality, beauty, and relevance of Uis Karo as part of local culture, while ethnocentrism refers to the tendency to prioritize and value local products over foreign products. The research method uses a quantitative approach with data collection through questionnaires distributed to 98 students. The results of the analysis show that product image has a significant influence on students' knowledge of Uis Karo, where positive perceptions of the quality and aesthetics of Uis Karo increase students' interest in learning about this cultural product. In addition, ethnocentrism factors have also been shown to have a significant influence; students with high levels of ethnocentrism tend to be more interested and have better knowledge about Uis Karo. These findings imply the importance of promotional strategies that strengthen the image of Uis Karo products and strengthen ethnocentrism attitudes to increase understanding and pride in local culture among the younger generation.

References

BABU, M. V. S., & BANANA, K. (n.d.). A STUDY ON FACTORS INFLUENCING ON CONSUMER BEHAVIOR.

Barqah, P. L., Sakti, I., & Lubis, A. (2024). The Influence of Service Quality and Brand Image on Customer Satisfaction Through Purchase Decision as an Intervening Variable at Mansyur Residence Medan. Economit Journal: Scientific Journal of Accountancy, Management and Finance, 4(1), 24–35.

Bizumic, B. (2020). Ethnocentrism. In Encyclopedia of Personality and Individual Differences (pp. 1415–1418). Springer.

Brooks, C., Burton, R., van der Kleij, F., Carroll, A., & Hattie, J. (2021). Towards student-centred feedback practices: evaluating the impact of a professional learning intervention in primary schools. Assessment in Education: Principles, Policy & Practice, 28(5–6), 633–656.

Goldman, S. L. (2021). Science Wars: The battle over knowledge and reality. Oxford University Press.

He, J., & Wang, C. L. (2015). Cultural identity and consumer ethnocentrism impacts on preference and purchase of domestic versus import brands: An empirical study in China. Journal of Business Research, 68(6), 1225–1233.

Juliyanti, D., Siregar, J. S., & Nursetiawati, S. (2023). Revitalisasi Sortali pengantin Batak Karo Sumatera Utara. JPPI (Jurnal Penelitian Pendidikan Indonesia), 9(3), 1150–1161.

Kapferer, J.-N. (2012). The new strategic brand management: Advanced insights and strategic thinking. Kogan page publishers.

Kaynak, E., & Kara, A. (2002). Consumer perceptions of foreign products: An analysis of product-country images and ethnocentrism. European Journal of Marketing, 36(7/8), 928–949.

Krajcik, J., & Shin, N. (2023). Student conceptions, conceptual change, and learning progressions. In Handbook of research on science education (pp. 121–157). Routledge.

Lubis, A., Effendi, I., & Rosalina, D. (2023). Analisis keputusan pembelian berdasarkan efektivitas promosi media sosial. Insight Management Journal, 3(3), 217–222.

Lubis, A., Effendi, I., Syahbudin, J., Rosalina, D., & Lubis, N. W. (2023). Keputusan menginap di Madani hotel Medan yang dipengaruhi oleh brand image, green marketing, dan fasilitas hotel. Insight Management Journal, 4(1), 21–27.

Lubis, A., Tambunan, S. B., & Wijaya, M. (2021). Analisis Faktor-Faktor Yang Mempengaruhi Kepuasan Konsumen Sakhi’s Coffee & Resto Di Kota Medan. Economics, Business and Management Science Journal, 1(2), 109–115.

Maryufani, F. (2022). Capturing and Filtering the Nation: Examining Indonesian National Identity through Instagram. The University of Nebraska-Lincoln.

Nasution, N., Maysarah, S., & others. (2024). EKSPLORASI ETNOMATEMATIKA PADA KAIN TENUN UIS KABUPATEN KARO SUMATERA UTARA. Euclid, 11(3), 234–250.

Pardosi, J., Putra, I. M., & Pretty, B. (2024). Exploration and Existence of Local Wisdom as An Effort to Build Sustainable Tourism in Samosir Regency. Komunitas, 16(1), 92–110.

Rafhdian, M. A., GS, A. D., & Hasan, A. F. (2017). Brand equity on brand image of tourism object in Surabaya. Proceedings of The 2th International Multidisciplinary Conference 2016, 1(1).

Rangkuty, D. M., & Hidayat, M. (2021). Does Foreign Debt have an Impact on Indonesia's Foreign Exchange Reserves?. Ekuilibrium: Jurnal Ilmiah Bidang Ilmu Ekonomi, 16(1), 85-93.

Rangkuty, D. M. (2021, June). Apakah penggunaan e-wallet masa pandemi Covid-19 semakin meningkat di Indonesia?. In Unusia Conference (Vol. 1, No. 1, pp. 251-260).

Sari, A. P., Effendi, I., Lubis, A., & Syahputri, Y. (2024). Korelasi antara Kualitas Produk dan Promosi Sosial Media dengan Keputusan Pembelian Bolu Salak Kenanga Padang Sidimpuan. Senashtek 2024, 2(1), 483–487.

Segara, S. C., Effendi, I., & Lubis, A. (2023). The influence of brand image and digital marketing on the decisions to visit tourists to improve the community’s economy in Sayum Sabah. Enrichment: Journal of Management, 13(2), 1536–1542.

Segara, S. C., Effendi, I., & Lubis, A. (2024). Awareness of the Brand in Sayum Saba Village through Social Media Marketing and Tourist Attraction Building. Proceeding of The International Conference on Business and Economics, 2(1), 273–284.

Shahzad, F. (n.d.). Critical Discourse Analysis of Ethnic and Religious Minority Representation in Newspapers in Pakistan.

Siagian, N., Barus, A., & Ginting, R. (2021). Fungsi dan Makna Uis Kapal dan Uis Nipes dalam Masyarakat Karo: Kajian Semiotik. JURNAL SYNTAX IMPERATIF: Jurnal Ilmu Sosial Dan Pendidikan, 2(5), 488–500.

Sitepu, K. E. N. B. (2023). STRATEGI KELUARGA BATAK KARO DALAM MENYELENGGARAKAN KESENIAN GENDANG GURO-GURO ARON DI MANADO. HOLISTIK, Journal of Social and Culture.

Snow, N. E. (2021). Democratic Truth-Seeking, Tribal Epistemologies, and Trust. In Virtues, Democracy, and Online Media (pp. 11–29). Routledge.

Tanady, E. S., & Fuad, M. (2020). Analisis pengaruh citra merek dan kualitas layanan terhadap keputusan pembelian Tokopedia di Jakarta. Jurnal Manajemen, 9(2).

Tandelilin, E., Darmasetiawan, N. K., & Wiryana, I. (2022). Behind Knowledge Hiding Behavior: a Case Study of CV. Tirta Monsager-Indonesia. 19th International Symposium on Management (INSYMA 2022), 416–422.

Trivedi, S. D., Tapar, A. V., & Dharmani, P. (2024). A systematic literature review of the relationship between consumer ethnocentrism and product evaluation. Journal of International Consumer Marketing, 36(1), 41–61.

Utomo, S. B., Nurhayaty, E., Harsono, P., & Susilo, E. (2023). Analisis Pengaruh Country of Origin dan Pengetahuan Produk Terhadap Niat Pembelian melalui Evaluasi Produk (Studi Kasus: Distributor Elektronik Maspion). Jurnal EMT KITA, 7(4), 1317–1328.

Wu, S., & Keysar, B. (2007). The effect of culture on perspective taking. Psychological Science, 18(7), 600–606.