The Effect of Ethnocentrism and Product Knowledge on The Buying Interest of “Tembe Me’e Donggo”Products

Article History Received: July 12, 2018 Accepted: September 30, 2018 This current research explores the effect of ethnocentrism and productnowledge on the buyinginterest of the products ofTembe Mee Donggo. The research aims: 1) to determine the positive and significant effect of ethnocentrism on buying interest in tembe me’e Donggo products; 2) to determine the positive and significant effect of productknowledge on buying interest intembe me’e Donggo products; and 3) to determine the positive and significant influence of ethnocentrism and productknowledge on buying interest intembe me’e Donggo products. The methodology used in this research is associative in nature, using questionnaires, observations, and library research to collect data, and a multiple linear regression analysis to analyze the data. The research took place in Donggo district of Bima regency during the two months of February and March of 2018. The sample, taken using purposive sampling technique,include50 people of Donggo, who had ever used and bought tembe me’e Donggo products. The results reveal that: 1) ethnocentrism has a positive and significant effect on the buying interest of tembe me’e Donggo products; 2) product knowledge has a positive and significant effect to the buying interest of tembe mee Donggo products; and 3) ethnocentrism and product knowledge together have a positive and significant effect on the buying interest of tembe me’e Donggo products.


INTRODUCTION
Indonesia is a country known as an exporter of woven cloth. Almost all provinces in Indonesia have woven cloth that become a mainstay because it reflects the culture and natural conditions of each region. One of them is West Nusa Tenggara Province which has varieties of woven clothes called Sasambo (Sasak, Samawa, Mbojo). The desire of people to use woven clothis very high because it has become tradition even a trend. It can be seen from the use of woven cloth itself that can be used for every activity either formal nor informal, even people do not pay attention of the price to get the woven cloth with a relatively high price.
To response the low perceived quality of the community, the government in 2009 issued instructions on increasing the use of domestic products and procurement of government commodity or service. In line with these instructions, the government is promoting I Love Indonesia (Aku Cinta Indonesia [ACI] program. The objective of the ACI Program itself is in line with the concept of consumer ethnocentrism. Consumer ethnosetrism is a term which is taken from the concept of ethnocentrism. Ethnocentrism itself is an understanding where there are negative prejudices to other groups and contemplate the group itself as the most positive reference. Donggo communityor Dou Mbojo is the oldest inhabitant of Bima region compared to the other tribes. One of woven clothes produced by the communityis Tembe Mee Donggo which has a uniquemotif. The cloth materialbecomes so appealing, thus widely demanded by customers locally and internationally. What makes it more uniqueis the way it is traditionally and manually colored. The coloring process may take up to two months, making use of latex tree that through marinating process becomes black (or me'e in local language). Nowadays, Tembe Me'e has been used as Kababu (Donggo's traditional clothes), Tembe Compo(sarong) and Tembe Dala(shawl). The cloth is mainly produced for family use or necessity. For people in Mbawa, as an integral part of Donggo community, wearing Tembe Me'e cloth and Kababu clothes for formal occasions such as weddings is a mandatory.
Based on the background, the researchers are interested to explore the effect of ethnocentrism and knowledge of products on the interest of buying the products ofTembe Mee Donggo.

METHOD
This type of research is associative in nature. The site of research was in Donggo district of Bima regency. Study period ranged from February 1 to July 31, 2018. The measurement of variablesin thisresearch study was carried out by using a score that refers to the use of likert scale.The research population included all members of Donggo community who had bought and used tembe me'e Donggo whose numbers can hardly be recognized due to scant of data available. The total sample included50 people, taken using purposive samplingtechnique. Data were collectedthrough the distribution of questionnaires to the people of Donggo living in Donggo district and who had bought and used tembe me'e Donggo. Other methods of collecting data included observation and library library.
To analyze the data, the researchers used a multiple linear regression analysis in order to identify the effect of both ethnocentrism and product knowledge on buying interest of tembe mee Donggo products. For the data analysis, the researchers used multiple linear regression equation model as follows: Y = a + b₁x₁ + b₂x₂ Where: Y = Buying interest X₁ = Ethnocentrism X₂ = Product knowledge a=Constant value b₁,b₂= regression of coeffisient

RESULT Multiple Linear Regression
Multiple regression analysis was chosen to analyze the submissionhypothesis in this research. Testing was carried out by using SPSS 16.00 for Windows program. From the aforementioned results of regression analysis, it can be seen the multiple regression equation as follows: Y = 1.210 + 0.134 X1 + 1.029 X2 The result of the equation can be explained as follows: a. Constant value is 1.210,which can be interpreted as follows: if the ethnocentrism and product knowledgevariable arerepputed zero, then buying interest will be 1.210. b. The value of beta coefficient on the ethnocentrism variable is 0.134, meaning that every change of ethnocentrism variable (X1) of one unit will effect in buyinginterestchange as big as 0.134 unit, assuming another variable stays unchanged.The increase of one unit in the ethnocentrism variable will increase buyinginterestin the amount of 0.134 unit. c. The value of beta coefficient on the product knowledgevariable of 1.029, means that every change of product knowledge(X2) variable for one unit will resultin buying interest change as big as 1.029 unitsassuming another variable remains unchanged. The increaseof one unit in the product knowledgevariable will increase buying interestin the amount of 1.029unit. Based on the aforementioned table of multiple product moment correlation test results, it can be explained the correlation between ethnocentrism variable (X1) and product knowledge(X2) to buying interest (Y) as follows: Ryx1x2 = There is a correlation or relationship between ethnocentrism (X1), product knowledge (X2) and buying interest (Y) with a correlation value of 0.476 which can be categorized as having a powerful relationship, and based on the significance test, the value shows 0.000 which means the association of the three variables is significant. Ryx1 = There is a correlation or relationship between ethnocentrism(X1) and buying interest (Y) with a value is 0.905 which can be categorized as having a powerful relationship, and based on the significance test, the result shows 0.000 value which means the association of both variables issignificant. Ryx2 = There is a correlation or relationship between product knowledge(X2) and buying interest(Y) with a value of 0.976 which can be categorized as having a powerful relationship, and based on the significance test, the result shows 0.000 value which means the association of both variables issignificant.  (X1) and product knowledge(X2)of 97.5%, while the rest of 2.5% is influenced by another factors that are not included in this research.

Hypothesis Test Results
Furthermore, to find out whether the hypothesis proposed in this study be accepted or rejected, the hypothesis testingwas conducted by using t-test and F-test. The result of hypothesis testing is described as follows: T-test Result (partially) The statistic result of t-test for ethnocentrism variable obtained is tcount of 6.569 with ttable value is 1.676 (2.536˃1.676) with significance value equal to 0.00 less than 0.05 (0.00 <0.05), and the regression coefficient has positive value as big as 0.134; then the hypothesis statesthat "ethnocentrism has a positive and significant effect on the buying interest of tembe me'e Donggoproducts" is proven.
H2:It is suspected that product knowledge has a positive and significant influence on the buying interest of tembe me'e Donggoproducts.
The statistic result of t-test for product knowledge obtainedistcount of 17.063 with ttable value is 1.676 (17.063,1.676) with significance value equals to 0.00 less than 0.05 (0.00 <0.05), and the regression coefficient has positive value as big as 1.029; then the hypothesis states that "product knowledgehas a positive and significant effect on the buying interest of tembe me'e Donggoproducts" is proven. F-Test Results (Simultaneously)  19) with a significance equal to 0.000 (0.000 <0.05). Since the significance value is less than 0.05 (0.000 <0.05), it can be concluded that "ethnocentrism and productknowledge together have a positive and significant effect on the buying interest of tembe me'e Donggo products" is proven.

CONCLUTION
The conclusions of this study are as follow: (1) Ethnocentrism has a positive and significant effect on the buying interest of tembe me'e Donggo products, where the value of tcountis 6.569 with the ttable value equals to 1.676 (2.536˃1.676) with a significance value as big as 0.00 is less than 0.05 (0.00 <0.05), (2) Product knowledge has a positive and significant effect to the buying interest of tembe mee Donggo products, where the value of tcount value obtained is17,063 with the ttable value equals to 1.676 (17.063˃1.676) with a significance value equals to 0.00 is less than 0.05 (0.00 <0.05), (3) Ethnocentrism and product knowledge together have a positive and significant effect on the buying interest of tembe me'e Donggo products, where Fcount value is 912.491 with Ftable value equals to 3.19 (912.491 ˃3. 19) with a significancevalue equals to 0.000 (0.000 <0. 05).