Analisis Pengaruh Country of Origin, Consumer Ethnocentrism dan Brand Image terhadap Purchase Intention Parfum Lokal Indonesia

Abstract

Industri parfum lokal Indonesia mengalami pertumbuhan yang pesat, namun masih menghadapi tantangan akibat persepsi konsumen yang menganggap produk impor lebih unggul. Penelitian ini bertujuan menganalisis pengaruh country of origin, consumer ethnocentrism, dan brand image terhadap purchase intention, serta menguji peran mediasi consumer ethnocentrism. Penelitian menggunakan pendekatan kuantitatif dengan metode PLS-SEM terhadap 263 responden Generasi Z di Jabodetabek yang dipilih melalui purposive sampling. Hasil penelitian menunjukkan bahwa country of origin tidak berpengaruh signifikan secara langsung terhadap purchase intention, tetapi berpengaruh signifikan terhadap consumer ethnocentrism dan brand image. Selain itu, consumer ethnocentrism dan brand image berpengaruh signifikan terhadap purchase intention, serta consumer ethnocentrism memediasi hubungan antara country of origin dan purchase intention. Temuan ini menjadi masukan bagi pelaku industri parfum lokal dalam meningkatkan minat beli konsumen.

The Indonesian local perfume industry has grown rapidly but still faces challenges due to consumers' perceptions that imported products are superior. This study aims to examine the effects of country of origin, consumer ethnocentrism, and brand image on purchase intention, as well as the mediating role of consumer ethnocentrism. A quantitative approach using PLS-SEM was applied to data collected from 263 Generation Z respondents in the Greater Jakarta area (Jabodetabek) through purposive sampling. The results show that country of origin has no significant direct effect on purchase intention but significantly affects consumer ethnocentrism and brand image. In addition, consumer ethnocentrism and brand image significantly influence purchase intention, while consumer ethnocentrism mediates the relationship between country of origin and purchase intention. These findings provide insights for local perfume companies to enhance consumers' purchase intention.