Sebelas Maret International Conferences, The 1st INCREDIBLE

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Sustaining the Local Sport Products Competitiveness from the Perspective of Emotional Value
Wiriyanto Chandra, Agustina Fitrianingrum

Building: Parallel Session 3
Room: E
Date: 2020-10-27 04:15 PM – 05:30 PM
Last modified: 2020-10-19

Abstract


Globalization has carved out a path for easier access to exchanges of information, knowledge, culture, and every aspect of human’s life. In business context, globalization creates opportunities for one and causes threats for the other. Moreover, in the current pandemic-world, with economic damage felt by everyone, every step a business takes is considered a risky move, one wrong step and it may end everything. Supply chain producing international products is in a challenging phase. To survive currently, companies should diversify their suppliers and find the nearest supply chain for production to be more competitive. Hence, this study aims to investigate how local businesses, especially local sport shoe brands are able to sustain and compete with international brands during this difficult period, and get ready for the post-pandemic market. As people in the age of 15 – 29 are considered the biggest consumers of sport products in Indonesia, this study is focused on their preference to choose local sport shoes products over international brands. To examine how emotional value influences the decision making process, structural equation modelling is applied. The result exhibits that emotional value has a positive relationship to purchase intention. This finding reveals the opportunity for local businesses to create emotional relatedness with potential consumers, so as to captivate their purchase intention. It also provides an alternative outlook for local businesses to compete with international brands and get ready for the post-pandemic world.