The Influence of Ethnocentrism and Consumer Preferences on Purchase Interest and Product Purchase Decisions Local VENTELA SHOES
in PASURUAN DISTRICT
DOI:
https://doi.org/10.25139/niaga.v9i1.10675Keywords:
Ethnocentrism, Consumer Preference, Purchase Intention, Purchase DecisionAbstract
local products face significant challenges due to the dominance of international brands that appeal strongly to consumers. However, the growing awareness among Indonesian consumers about the importance of supporting domestic products presents strategic opportunities for local brands such as Ventela. This study aims to examine the influence of consumer ethnocentrism and consumer preferences on purchase intention and purchase decision regarding Ventela brand footwear in Pasuruan Regency. A quantitative explanatory research method was applied, involving 100 respondents selected using purposive sampling. Respondents were required to have experience purchasing or knowledge of Ventela shoes. Data were collected using a structured questionnaire measured with a five-point Likert scale and analyzed using path analysis in SPSS. The results indicate that both ethnocentrism and consumer preferences have a direct, positive, and significant effect on purchase intention. Furthermore, purchase intention significantly affects purchase decision and acts as a mediating variable in the relationship between ethnocentrism, consumer preferences, and purchase decision. These findings underline the importance of nationalistic sentiment and positive perceptions of product attributes in fostering loyalty toward local brands. The study recommends that local footwear producers reinforce brand communication that highlights local values and simultaneously enhance product quality to match consumer preferences. This research contributes practical insights into developing marketing strategies for local creative industries, especially in competitive consumer markets, by emphasizing values-based and consumer-centered approaches.
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