The Influence Of Consumer Ethnocentrism, Social Media Usage, E-WOM, And Celebrity Worship On Purchase Intention: The Mediating Role Of Brand Association
Keywords:
Consumer Ethnocentrism, Social Media Usage, e-WOM, Celebrity Worship, Brand Association, Purchase Intention
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Abstract view : 75 timesAbstract
This research intends to examine how consumer ethnocentrism, social media usage (SMU), e-WOM, and celebrity worship affect consumers' intentions to buy Erigo local fashion products in Indonesia, using brand association as a mediator. Quantitative methods were used in this study, and using the approach of purposive sampling, involving 193 respondents. PLS-SEM was utilized for analyze data with aid of SmartPLS 4 software. The results indicate that consumer ethnocentrism, SMU, e-WOM, and celebrity worship positively and significantly affects the purchase intention, through brand association, both directly and indirectly. These results demonstrate that brand association is crucial in enhancing the correlation between these variables and purchase intention. The practical implication is that marketing strategies that encourage pride in local products through consumer ethnocentrism, effective use of social media, positive consumer reviews (e-WOM), and celebrity endorsements can enhance brand association and consumer purchase intentions toward local products like Erigo.
References
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Daruwati, M. K. (2022, September 14). Tampil di New York Fashion Week 2023, Erigo-X dan Tokopedia Tampilkan Balutan Proses Metamorfosis Artikel ini telahTampil di New York Fashion Week 2023, Erigo-X dan Tokopedia Tampilkan Balutan Proses Metamorfosis. KOMPAS.Com. https://www.kompas.com/parapuan/read/533478669/tampil-di-new-york-fashion-week-2023-erigo-x-dan-tokopedia-tampilkan-balutan-proses-metamorfosis
Divakaran, P. K. P., & Xiong, J. (2022). Eliciting brand association networks: A new method using online community data. Technological Forecasting and Social Change, 181(121769). https://doi.org/doi.org/10.1016/j.techfore.2022.121769
Fitriana, A., & Afifah, N. (2024). Enrichment: Journal of Management Explaining local brand skincare purchase intention in Indonesia. Enrichment: Journal of Management, 14(2).
Girard, T., & Pinar, M. (2020). An empirical study of the dynamic relationships between the core and supporting brand equity dimensions in higher education. Journal of Applied Research in Higher Education, 13(3), 710–740. https://doi.org/10.1108/JARHE-04-2020-0097
Goldmanis, V. K., & Zubarevičs, V. (2022). Consumer Ethnocentrism And Its Determinant Impact On The Purchase Intention Of Domestic And Foreign Beer Brands In Latvia. SSE Riga Student Research Papers, 2022(8).
Hafez, M. (2022). The Role of Social Media Marketing on Overall Brand Equity in the Telecommunication Sector in Bangladesh. International Journal of Asian Business and Information Management, 12(3), 1–15. https://doi.org/10.4018/ijabim.294102
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Hidayah, F. N. (2023, May 31). Merek Fesyen Lokal yang Jadi Favorit Masyarakat Indonesia Versi Goodstats. GoodStats. https://data.goodstats.id/statistic/merek-fesyen-lokal-yang-jadi-favorit-masyarakat-indonesia-versi-goodstats-mavFg
Hidranto, F. (2024, June 3). Industri Tekstil dan Pakaian Tumbuh Makin Positif. INDONESIANA.CO.ID. https://indonesia.go.id/kategori/editorial/8259/industri-tekstil-dan-pakaian-tumbuh-makin-positif?lang=1
Imaningsih, E. S., & Vega, Y. (2020). Toward Brand Equity: The Effect of Brand Awareness, Perceived Quality, Brand Association, and Brand Loyalty in Boutique Bakery Company. Journal of Marketing and Consumer Research, 67, 47–58. https://doi.org/10.7176/jmcr/67-06
Jin, J., Zhuo, Y., Wei, Z., & Wan, Y. (2023). Research on the Willingness of Overseas Consumers to Purchase Chinese E-Commerce Products Based on Consumer Ethnocentrism, Product Quality Perception and Consumer Animosity. OALib, 10(06), 1–13. https://doi.org/10.4236/oalib.1110260
Khan, Z., Khan, A., Nabi, M. K., & Khanam, Z. (2023). Demystifying the effect of social media usage and eWOM on purchase intention: the mediating role of brand equity. Journal of Economic and Administrative Sciences. https://doi.org/10.1108/JEAS-05-2023-0102
Khoshtaria, T., Datuashvili, D., & Matin, A. (2020). The impact of brand equity dimensions on university reputation: an empirical study of Georgian higher education. Journal of Marketing for Higher Education, 30(2), 239–255. https://doi.org/10.1080/08841241.2020.1725955
Malek, Z. A. (2020). Halal Knowledge, Religiosity and Celebrity Worship in Determining Muslim Consumers Purchase Intention on Halal Cosmetics: A Conceptual Model. Selangor Business Review, 5(2), 15–29.
Miguel, L., Marques, S., & Duarte, A. P. (2022). The influence of consumer ethnocentrism on purchase of domestic fruits and vegetables: application of the extended theory of planned behaviour. British Food Journal, 124(13), 599–618. https://doi.org/10.1108/BFJ-11-2021-1208
Parmar, Y., & Mann, B. J. S. (2021). Exploring the Relationship Between Celebrity Worship and Brand Equity: The Mediating Role of Self-brand Connection. Journal of Creative Communications, 16(1), 61–80. https://doi.org/10.1177/0973258620968963
Pebrianti, W., Arweni, A., & Awal, M. (2020). Digital Marketing, e-WOM, Brand Awareness Dan Keputusan Pembelian Kopi Milenial. Jurnal Ilmu Ekonomi & Sosial, 11(1), 48–56. https://doi.org/10.35724/jies.v11i1.2848
Perkembangan Fashion di Indonesia. (2022, June 18). ITALIAN FASHION SCHOOL. https://italianfashionschool.id/perkembangan-fashion-di-indonesia/
Prasad, S., & Prasad, S. S. (2022). Conviction and online purchase intention towards apparel in online environment. International Journal of Retail and Distribution Management, 51(5), 674–689. https://doi.org/10.1108/IJRDM-12-2021-0615
Rahman, A., Abir, T., Muhammad, D., Yazdani, N.-A., Bakar, A., Hamid, A., & Al Mamun, A. (2020). Brand Image, eWOM, Trust and Online Purchase Intention of Digital Products among Malaysian Consumers. Xi’an University of Architecture & Technology, 12(3), 4935.
Ramadania, R., Suh, J., Rosyadi, R., Purmono, B. B., & Rahmawati, R. (2023). Consumer ethnocentrism, cultural sensitivity, brand credibility on purchase intentions of domestic cosmetics. Cogent Business and Management, 10(2). https://doi.org/10.1080/23311975.2023.2229551
Rapp, A., Beitelspacher, L. S., Grewal, D., & Hughes, D. E. (2013). Understanding social media effects across seller, retailer, and consumer interactions. Journal of the Academy of Marketing Science, 41(5), 547–566. https://doi.org/10.1007/s11747-013-0326-9
Ratnasari, R. T., Prajasari, A. C., & Kassim, S. (2023). Does religious knowledge level affect brand association and purchase intention of luxury cars? Case of the Lexus cars in Indonesia. Journal of Islamic Marketing, 14(4), 988–1006. https://doi.org/10.1108/JIMA-01-2020-0004
Rizaty, M. A. (2024). Data Jumlah Pengguna Media Sosial di Indonesia pada 2024. DataIndonesia.Id. https://dataindonesia.id/internet/detail/data-jumlah-pengguna-media-sosial-di-indonesia-pada-2024#
Romadhoni, B., Akhmad, A., Naldah, N., Putu, N., & Rossanty, E. (2023). Purchasing Decisions Effect of Social Media Marketing, Electronic Word of Mouth (eWOM), Purchase Intention. Journal of Accounting and Finance Management, 4(1), 74–86. https://doi.org/10.38035/jafm.v4i1
Rozania, V., Afifah, N., Listiana, E., & Shalahuddin, A. (2024). The influence of brand ambassador, country of origin, and brand credibility on purchase intention of Some By Mi products in Indonesia moderated by consumer ethnocentrism. Journal of Management Science (JMAS), 7(1), 288–298. www.exsys.iocspublisher.org/index.php/JMAS
Shimp, T. A., & Sharma, S. (1987). Consumer Ethnocentrism: Construction and Validation of the CETSCALE. Journal of Marketing Research, XXIV(9), 280–289.
Sun, Y., Gonzalez-Jimenez, H., & Wang, S. (2019). Examining the relationships between e-WOM, consumer ethnocentrism and brand equity. Journal of Business Research, 130, 564–573. https://doi.org/10.1016/j.jbusres.2019.09.040
Utami, S. P., Setyowati, N., & Mandasari, P. (2020). Celebrity Brand Ambassador and e-WOM as Determinants of Purchase Intention: A Survey of Indonesian Celebrity Cake. E3S Web of Conferences, 142. https://doi.org/10.1051/e3sconf/202014205001
Vo, M. S., Nguyen, M. T., Le, T. V., Nguyen, G. B., Ho, M. D., & Pham, T. P. T. (2022). Impact of Consumer Ethnocentrism on Reasoned Action and Brand Equity: Empirical Evidence from Local Fashion Brands in Vietnam. The Journal of Asian Finance, Economics and Business, 9(5), 87–98. https://doi.org/10.13106/jafeb.2022.vol9.no5.0087
Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1–14. https://doi.org/10.1016/S0148-2963(99)00098-3
Zhao, L., Lee, S. H., & Copeland, L. R. (2019). Social media and Chinese consumers’ environmentally sustainable apparel purchase intentions. Asia Pacific Journal of Marketing and Logistics, 31(4), 855–874. https://doi.org/10.1108/APJML-08-2017-0183
Ardisa, C., Rohman, F., & Puspaningrum, A. (2022). Country Of Origin And Perceived Quality In Mediating The Influence Of Consumer Ethnocentrism On Purchase Intention. Jurnal Aplikasi Manajemen, 20(3), 563–577. https://doi.org/10.21776/ub.jam.2022.020
Brooks, S. K. (2021). FANatics: Systematic literature review of factors associated with celebrity worship, and suggested directions for future research. Current Psychology, 40(2), 864–886. https://doi.org/10.1007/s12144-018-9978-4
Chen, O., Zhao, X., Ding, D., Zhang, Y., Zhou, H., & Liu, R. (2022). Borderline Pathological Celebrity Worship and Impulsive Buying Intent: Mediating and Moderating Roles of Empathy and Gender. Frontiers in Psychology, 13, 823478. https://doi.org/10.3389/fpsyg.2022.823478
Ciu, E., & Wijayanti, C. A. (2024). The Role of Consumer Ethnocentrism, Perceived Quality, Perceived Price, and Perceived Brand Image on Willingness to Buy Erigo Clothing. Klabat Journal Of, 5. https://doi.org/10.60090/kjm.v4i2
Daruwati, M. K. (2022, September 14). Tampil di New York Fashion Week 2023, Erigo-X dan Tokopedia Tampilkan Balutan Proses Metamorfosis Artikel ini telahTampil di New York Fashion Week 2023, Erigo-X dan Tokopedia Tampilkan Balutan Proses Metamorfosis. KOMPAS.Com. https://www.kompas.com/parapuan/read/533478669/tampil-di-new-york-fashion-week-2023-erigo-x-dan-tokopedia-tampilkan-balutan-proses-metamorfosis
Divakaran, P. K. P., & Xiong, J. (2022). Eliciting brand association networks: A new method using online community data. Technological Forecasting and Social Change, 181(121769). https://doi.org/doi.org/10.1016/j.techfore.2022.121769
Fitriana, A., & Afifah, N. (2024). Enrichment: Journal of Management Explaining local brand skincare purchase intention in Indonesia. Enrichment: Journal of Management, 14(2).
Girard, T., & Pinar, M. (2020). An empirical study of the dynamic relationships between the core and supporting brand equity dimensions in higher education. Journal of Applied Research in Higher Education, 13(3), 710–740. https://doi.org/10.1108/JARHE-04-2020-0097
Goldmanis, V. K., & Zubarevičs, V. (2022). Consumer Ethnocentrism And Its Determinant Impact On The Purchase Intention Of Domestic And Foreign Beer Brands In Latvia. SSE Riga Student Research Papers, 2022(8).
Hafez, M. (2022). The Role of Social Media Marketing on Overall Brand Equity in the Telecommunication Sector in Bangladesh. International Journal of Asian Business and Information Management, 12(3), 1–15. https://doi.org/10.4018/ijabim.294102
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Hidayah, F. N. (2023, May 31). Merek Fesyen Lokal yang Jadi Favorit Masyarakat Indonesia Versi Goodstats. GoodStats. https://data.goodstats.id/statistic/merek-fesyen-lokal-yang-jadi-favorit-masyarakat-indonesia-versi-goodstats-mavFg
Hidranto, F. (2024, June 3). Industri Tekstil dan Pakaian Tumbuh Makin Positif. INDONESIANA.CO.ID. https://indonesia.go.id/kategori/editorial/8259/industri-tekstil-dan-pakaian-tumbuh-makin-positif?lang=1
Imaningsih, E. S., & Vega, Y. (2020). Toward Brand Equity: The Effect of Brand Awareness, Perceived Quality, Brand Association, and Brand Loyalty in Boutique Bakery Company. Journal of Marketing and Consumer Research, 67, 47–58. https://doi.org/10.7176/jmcr/67-06
Jin, J., Zhuo, Y., Wei, Z., & Wan, Y. (2023). Research on the Willingness of Overseas Consumers to Purchase Chinese E-Commerce Products Based on Consumer Ethnocentrism, Product Quality Perception and Consumer Animosity. OALib, 10(06), 1–13. https://doi.org/10.4236/oalib.1110260
Khan, Z., Khan, A., Nabi, M. K., & Khanam, Z. (2023). Demystifying the effect of social media usage and eWOM on purchase intention: the mediating role of brand equity. Journal of Economic and Administrative Sciences. https://doi.org/10.1108/JEAS-05-2023-0102
Khoshtaria, T., Datuashvili, D., & Matin, A. (2020). The impact of brand equity dimensions on university reputation: an empirical study of Georgian higher education. Journal of Marketing for Higher Education, 30(2), 239–255. https://doi.org/10.1080/08841241.2020.1725955
Malek, Z. A. (2020). Halal Knowledge, Religiosity and Celebrity Worship in Determining Muslim Consumers Purchase Intention on Halal Cosmetics: A Conceptual Model. Selangor Business Review, 5(2), 15–29.
Miguel, L., Marques, S., & Duarte, A. P. (2022). The influence of consumer ethnocentrism on purchase of domestic fruits and vegetables: application of the extended theory of planned behaviour. British Food Journal, 124(13), 599–618. https://doi.org/10.1108/BFJ-11-2021-1208
Parmar, Y., & Mann, B. J. S. (2021). Exploring the Relationship Between Celebrity Worship and Brand Equity: The Mediating Role of Self-brand Connection. Journal of Creative Communications, 16(1), 61–80. https://doi.org/10.1177/0973258620968963
Pebrianti, W., Arweni, A., & Awal, M. (2020). Digital Marketing, e-WOM, Brand Awareness Dan Keputusan Pembelian Kopi Milenial. Jurnal Ilmu Ekonomi & Sosial, 11(1), 48–56. https://doi.org/10.35724/jies.v11i1.2848
Perkembangan Fashion di Indonesia. (2022, June 18). ITALIAN FASHION SCHOOL. https://italianfashionschool.id/perkembangan-fashion-di-indonesia/
Prasad, S., & Prasad, S. S. (2022). Conviction and online purchase intention towards apparel in online environment. International Journal of Retail and Distribution Management, 51(5), 674–689. https://doi.org/10.1108/IJRDM-12-2021-0615
Rahman, A., Abir, T., Muhammad, D., Yazdani, N.-A., Bakar, A., Hamid, A., & Al Mamun, A. (2020). Brand Image, eWOM, Trust and Online Purchase Intention of Digital Products among Malaysian Consumers. Xi’an University of Architecture & Technology, 12(3), 4935.
Ramadania, R., Suh, J., Rosyadi, R., Purmono, B. B., & Rahmawati, R. (2023). Consumer ethnocentrism, cultural sensitivity, brand credibility on purchase intentions of domestic cosmetics. Cogent Business and Management, 10(2). https://doi.org/10.1080/23311975.2023.2229551
Rapp, A., Beitelspacher, L. S., Grewal, D., & Hughes, D. E. (2013). Understanding social media effects across seller, retailer, and consumer interactions. Journal of the Academy of Marketing Science, 41(5), 547–566. https://doi.org/10.1007/s11747-013-0326-9
Ratnasari, R. T., Prajasari, A. C., & Kassim, S. (2023). Does religious knowledge level affect brand association and purchase intention of luxury cars? Case of the Lexus cars in Indonesia. Journal of Islamic Marketing, 14(4), 988–1006. https://doi.org/10.1108/JIMA-01-2020-0004
Rizaty, M. A. (2024). Data Jumlah Pengguna Media Sosial di Indonesia pada 2024. DataIndonesia.Id. https://dataindonesia.id/internet/detail/data-jumlah-pengguna-media-sosial-di-indonesia-pada-2024#
Romadhoni, B., Akhmad, A., Naldah, N., Putu, N., & Rossanty, E. (2023). Purchasing Decisions Effect of Social Media Marketing, Electronic Word of Mouth (eWOM), Purchase Intention. Journal of Accounting and Finance Management, 4(1), 74–86. https://doi.org/10.38035/jafm.v4i1
Rozania, V., Afifah, N., Listiana, E., & Shalahuddin, A. (2024). The influence of brand ambassador, country of origin, and brand credibility on purchase intention of Some By Mi products in Indonesia moderated by consumer ethnocentrism. Journal of Management Science (JMAS), 7(1), 288–298. www.exsys.iocspublisher.org/index.php/JMAS
Shimp, T. A., & Sharma, S. (1987). Consumer Ethnocentrism: Construction and Validation of the CETSCALE. Journal of Marketing Research, XXIV(9), 280–289.
Sun, Y., Gonzalez-Jimenez, H., & Wang, S. (2019). Examining the relationships between e-WOM, consumer ethnocentrism and brand equity. Journal of Business Research, 130, 564–573. https://doi.org/10.1016/j.jbusres.2019.09.040
Utami, S. P., Setyowati, N., & Mandasari, P. (2020). Celebrity Brand Ambassador and e-WOM as Determinants of Purchase Intention: A Survey of Indonesian Celebrity Cake. E3S Web of Conferences, 142. https://doi.org/10.1051/e3sconf/202014205001
Vo, M. S., Nguyen, M. T., Le, T. V., Nguyen, G. B., Ho, M. D., & Pham, T. P. T. (2022). Impact of Consumer Ethnocentrism on Reasoned Action and Brand Equity: Empirical Evidence from Local Fashion Brands in Vietnam. The Journal of Asian Finance, Economics and Business, 9(5), 87–98. https://doi.org/10.13106/jafeb.2022.vol9.no5.0087
Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1–14. https://doi.org/10.1016/S0148-2963(99)00098-3
Zhao, L., Lee, S. H., & Copeland, L. R. (2019). Social media and Chinese consumers’ environmentally sustainable apparel purchase intentions. Asia Pacific Journal of Marketing and Logistics, 31(4), 855–874. https://doi.org/10.1108/APJML-08-2017-0183
Published
2024-12-18
How to Cite
Rosalia, Yulyanti Fahruna, Ana Fitriana, Barkah, & Erna Listiana. (2024). The Influence Of Consumer Ethnocentrism, Social Media Usage, E-WOM, And Celebrity Worship On Purchase Intention: The Mediating Role Of Brand Association. Jurnal Akuntansi, Manajemen Dan Ilmu Ekonomi (Jasmien), 5(02), 20-29. https://doi.org/10.54209/jasmien.v5i02.985
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