Antecedents of On Purchase Intention of Foreign Products, Mediating Role of Attitude, and the Moderating Role of Ethnocentrism

Abstract

The purpose of this study is to examine the influence of perceived prestige, perceived quality, perceived value, brand image, country of origin and attitude to purchase intention foreign product and consumer attitude as mediation variable and also moderated by Customer’s Ethnocentrism variable. Specifically, it explains the variables that to form purchase intention consumer to foreign product "converse" and moderating effect of Customer’s Ethnocentrism variable. Data are gathered through survey by interviewing respondents who are guided by questionnaires. Sample consist of 200 respondents that collected by purposive sampling method. Structural Equation Modeling was used to explain the relationship of variables that are hypothesized. Meanwhile, to analyze moderation effect of the Customer's Ethnocentrism to use sub-group analysis. The test result indicated that there is significant relationship between perceived quality on attitude, perceived value on attitude, brand image on attitude, country of origin on attitude, and attitude on purchase intention. But there was not significant relationship between perceived prestige on attitude. Moreover, Customer's Ethnocentrism moderate the relationship between perceived prestige on attitude, perceived quality on attitudes, brand image on attitude, country of origin on attitudes, and attitudes on purchase intentions. But Customer's Ethnocentrism variabel was not moderate relationship between perceived value on attitude. In this study, shows the implications that can provide insight into the theoretical aspects, practical research aspects, and aspects for further research. And also shows the limitations of this study as an opportunity for future research.