UKM Goes to Online: Etnocentrism and Brand Image of Purchase Decisions with Customer Satisfaction as Intervening (Cimahi City Sibori Batik Case Study)
Main Article Content
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.
Downloads
Metrics
Article Details
Licensing
TURCOMAT publishes articles under the Creative Commons Attribution 4.0 International License (CC BY 4.0). This licensing allows for any use of the work, provided the original author(s) and source are credited, thereby facilitating the free exchange and use of research for the advancement of knowledge.
Detailed Licensing Terms
Attribution (BY): Users must give appropriate credit, provide a link to the license, and indicate if changes were made. Users may do so in any reasonable manner, but not in any way that suggests the licensor endorses them or their use.
No Additional Restrictions: Users may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.