UKM Goes to Online: Etnocentrism and Brand Image of Purchase Decisions with Customer Satisfaction as Intervening (Cimahi City Sibori Batik Case Study)
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Abstract
This study aims to determine the effect of ethnocentrism and brand image on purchasing decisions with customer satisfaction as an intervening variable. Design / methodology / approach: This research is a type of explanatory research and the technique used in this research is path analysis using SPSS 25 software. The primary data used are questionnaires and interviews with 100 respondents using incidental techniques. Findings: The results of the study concluded that ethnocentrism and brand image influence purchasing decisions through customer satisfaction as intervening variables. And simultaneously it also shows that ethnocentrism and brand image influence consumer satisfaction and purchasing decisions. The brand image variable has a greater influence on consumer satisfaction and purchasing decisions than the ethnocentrism variable.
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