Pengaruh Etnosentrisme Konsumen dan Citra Merek terhadap Minat Beli Produk Kecantikan Merek Lokal Wardah

Riska, Aulia Ningrum (2021) Pengaruh Etnosentrisme Konsumen dan Citra Merek terhadap Minat Beli Produk Kecantikan Merek Lokal Wardah. Masters thesis, STIM YKPN Yogyakarta.

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Abstract

Many factors can influence buying interest in a product, such as consumer ethnocentrism and brand image. The purpose of this study was to determine the effect of consumer ethnocentrism and brand image on buying interest in wardah local brand beauty products (Tokopedia marketplace users). The independent var-iables in this study were consumer ethnocentrism and brand image, while the de-pendent variable was buying interest. The population in this study was this re-search is all users of Tokopedia marketplace. Sampling uses non-probability sampling technique with purposive sampling method. The number of samples used in this study is 100 respondents. Data collection techniques are carried out using questionnaires distributed with google form. This is multiple linear regression, which was processed using SPSS version 23.0. The results showed that consumer ethnocentrism (X1) and brand image (X2) had a significant positive effect on buy-ing interest.

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