Kurniawati Darmaningrum
Assistant Professor
Tunas Pembangunan University, Indonesia
Laksono Sumarto
Associate Professor
Tunas Pembangunan University, Indonesia
Sri Wijiastuti
Associate Professor
Tunas Pembangunan University, Indonesia
Rini Handayani
Associate Professor
Atma Bhakti Institute of Economic Science
Hastarini Dwi Atmanti
Associate Professor
Diponegoro University

Abstract
A number of studies have identified that ethnocentric consumers prefer to buy domestically produced products compared to foreign products. However, this research focuses on countries with large economies, therefore its application in developing countries is still rare. On the other hand, this research is focused on products, and that is the reason why research on hedonic services is also scarce. The aim of this research is to identify ethnocentrism attitudes in consumer loyalty to buy local furniture products at the Solo Furniture Market by applying the variables ethnocentrism, patriotism, collectivism and individualism. The aim of this research is to provide a solution to develop and increase consumer loyalty to buy locally made furniture compared to buying from other countries.

 Keywords: ethnocentrism, patriotism, collectivism and individualism