ABSTRACT
Beef prices tend to increase due to inadequate domestic production, so that people find it difficult to get protein from beef. The solution to overcome low beef production and reduce domestic meat prices is to import beef. However, the majority of people choose to continue to consume local beef for daily protein sources. This study will examine consumer purchase intentions to find consumer preferences and the influence of ethnocentrism by using conjoint analysis and ANOVA tests. The factor of preference and ethnocentrism will reveal the consumer’s intention to buy beef.
