Ethnocentrism on repurchasing intentions of domestic products mediated by product image and perceived value
Keywords:
Ethnocentrism, Product Image, Value Perception, Repurchase IntentAbstract
The purpose of this research is to examine and explain the effect of ethnocentrism on product image, intention to repurchase domestic products, and perceptions of the value of domestic products; explore and explain the impact of product image and perceived product value on intentions to repurchase domestic products; examine and explain the effect of ethnocentrism on the repurchase intention of domestic products mediated by product image and test and explain the impact of ethnocentrism on the repurchase intention of domestic products assessed from perceived value. The number of samples is 95 people who are determined using the model to item ratio aged 18-46 years. Data were analyzed using partial least squares (PLS) analysis. The results of the study show that ethnocentrism has a positive and significant effect on the intention to repurchase domestic products, ethnocentrism has no effect on the image of household products, ethnocentrism has a positive and significant effect on the perceived value of domestic products, product image has no significant effect on the intention to repurchase domestic products , Perceived value has a positive and significant effect on the intention to repurchase domestic products, mediation of product image does not have a major effect on ethnocentrism on the intention to repurchase domestic products, mediation of perceived value has a positive and significant effect on ethnocentrism on the intention to repurchase domestic products.
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