PENGARUH CONSUMER ETHNOCENTRISM DAN BRAND PRESTIGE TERHADAP PURCHASE INTENTION PRODUK LOKAL MEREK SEPATU COMPASS
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This study aims to determine the influence of consumer ethnocentrism and brand prestige on the purchase intention of local products specifically the Sepatu Compass brand. The research method used is a quantitative survey approach. The study involved 100 respondents selected through purposive sampling. The population in this study consists of Indonesian residents who have awareness or interest in local products, particularly Compass shoes. The data collected were analyzed using multiple linear regression with the help of SPSS version 27. The results show that consumer ethnocentrism and brand prestige have a positive and significant influence on the purchase intention of local products under the Sepatu Compass brand.
Penelitian ini bertujuan untuk mengetahui pengaruh consumer ethnocentrism dan brand prestige terhadap purchase intention produk lokal merek sepatu Compass. Metode penelitian yang digunakan adalah survei dengan pendekatan kuantitatif. Jumlah responden dalam penelitian ini sebanyak 100 orang, yang dipilih menggunakan teknik purposive sampling. Populasi dalam penelitian ini adalah penduduk Indonesia yang memiliki kesadaran atau ketertarikan terhadap produk lokal, khususnya sepatu Compass. Data yang diperoleh dianalisis menggunakan metode regresi linier berganda dengan bantuan perangkat lunak SPSS versi 27. Hasil penelitian menunjukkan bahwa consumer ethnocentrism dan brand prestige berpengaruh positif dan signifikan terhadap purchase intention terhadap produk lokal merek Sepatu Compass.
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