CD Skripsi

Pengaruh Consumer Ethnocentrism Dan Product Knowledge Terhadap Brand Image Dan Purchase Intention Pada Brand Rose All Day Cosmetics

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ABSTRACT
This study aims to examine the influence of consumer ethnocentrism and product
knowledge on brand image and purchase intention, with a focus on Rose All Day
Cosmetics Brand. A questionnaire was distributed to 100 respondents and analyzed
using the Structural Equation Modeling – Partial Least Square (SEM-PLS) method
with SmartPLS version 3.2.9 software. The results show that consumer
ethnocentrism has a positive and significant influence on brand image. Product
knowledge also has a positive and significant influence on brand image. In
addition, brand image positively and significantly influences purchase intention.
The findings further indicate that both consumer ethnocentrism and product
knowledge positively and significantly influence purchase intention. Moreover,
consumer ethnocentrism and product knowledge have a positive and significant
effect on purchase intention mediated by brand image.
Keywords: consumer ethnocentrism, product knowledge, brand image, purchase
intention

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2102134599

Penerbit

Pekanbaru : Universitas Riau – F.EKONOMI DAN BISNIS – MANAJEMEN., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2102134599

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

daus

Versi lain/terkait

Lampiran Berkas

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