THE EFFECT OF CONSUMER ETHNOCENTRISM ON PURCHASE DECISION FOR KOPI KENANGAN IN SAMARINDA: THE MEDIATING ROLE OF PURCHASE INTENTION AMONG GENERATION Z
Keywords:
Consumer Ethnocentrism, Purchase Intention, Purchase Decision, Generation Z, Kopi Kenangan, Local BrandAbstract
This study aims to examine the effect of Consumer Ethnocentrism on Purchase Intention and Purchase Decision among Generation Z of Kopi Kenangan in Samarinda. It also examines the mediating role of Purchase Intention. This research uses a quantitative survey approach with purposive sampling. Data were collected through a Likert-scale questionnaire and analyzed using PLS-SEM with SmartPLS. The results show that consumer ethnocentrism positively and significantly affects Purchase Intention and Purchase Decision. Purchase Intention also positively and significantly affects Purchase Decision and mediates the relationship between Consumer Ethnocentrism and Purchase Decision. These findings suggest that consumers’ support for domestic products, particularly their belief in local employment, can strengthen purchase intention and encourage purchase decisions. This study implies that Kopi Kenangan can strengthen its Local brand identity and promote its Indonesian identity in marketing strategies.
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