Pengaruh consumer ethnocentrism dan product knowledge terhadap brand image dan purchase intention
Studi pada Brand Rose All Day Cosmetics di Kota Pekanbaru
DOI:
https://doi.org/10.60036/jbm.799Keywords:
Consumer Etnocentrism, Product Knowledge, Brand Image, Purchase IntentionAbstract
Penelitian ini bertujuan untuk mengetahui pengaruh consumer ethnocentrism dan product knowledge terhadap brand image dan purchase intention pada Brand Rose All Day Cosmetics di Kota Pekanbaru. Populasi dalam penelitian ini adalah konsumen kosmetik lokal di Kota Pekanbaru. Sampel sebanyak 100 responden diambil menggunakan teknik purposive sampling dan rumus Cochran. Data dianalisis dengan Structural Equation Modeling – Partial Least Square (SEM-PLS) menggunakan software SmartPLS versi 3.2.9. Hasil penelitian menunjukkan bahwa terdapat pengaruh positif dan signifikan consumer ethnocentrism terhadap brand image. Terdapat pengaruh positif dan signifikan antara product knowledge terhadap brand image. Terdapat pengaruh positif dan signifikan antara brand image terhadap purchase intention. Terdapat pengaruh positif dan signifikan antara consumer ethnocentrism terhadap purchase intention. Terdapat pengaruh positif dan signifikan antara product knowledge terhadap purchase intention. Terdapat pengaruh positif dan signifikan antara consumer ethnocentrism terhadap purchase intention melalui brand image. Terdapat pengaruh positif dan signifikan antara product knowledge terhadap purchase intention melalui brand image.
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