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Journal : The Manager Reveiew

THE INFLUENCE OF CONSUMER ETHNOCENTRISM, PERCEIVED QUALITY AND BRAND AWARENESS ON BUYING INTEREST IN HOKA-HOKA BENTO IN BENGKULU CITY WITH BRAND IMAGE AS AN INTERVENING VARIABLE. ramadhan, FAJRIANSAH RAMADHAN; Puspita, Veny; Army, M.Noor; Sumartono, Eko
The Manager Review Vol. 7 No. 2 (2025)
Publisher : UNIB Press

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Abstract

This study analyzes the influence of consumer ethnocentrism, perceived quality, and brand awareness on consumers’ purchase intention toward Hoka-Hoka Bento in Bengkulu City, with brand image as a mediating variable. Using a quantitative explanatory method, data were collected from 150 respondents through purposive sampling and analyzed with PLS-SEM. The results show that perceived quality and brand awareness significantly influence brand image, while consumer ethnocentrism and perceived quality directly affect purchase intention. Brand image mediates the effect of perceived quality on purchase intention but not consumer ethnocentrism or brand awareness. The findings suggest that improving product quality and strengthening brand image are key strategies to enhance consumer purchase intention. The novelty of this study lies in examining consumer behavior toward a Japanese-inspired fast-food brand in a second-tier city, while its originality lies in testing the mediating role of brand image within an emerging market context where cultural perceptions strongly shape purchasing decisions.
Co-Authors Abdul Hamid Hakim Adil, Nindianata Sekar Afdhal K Mainil Afriani, Ririn Agus Purwoko Agusmin, Wengki Abta Agustin Zarkani Agustin, Sella Alfurqan, Alfurqan Alia Lestari Aliyanti Aliyanti Zumrona Alqap, A. Sofwan F Amir Husaini Karim Amrullah Amrullah, Amir H. K. Ana Anjaly Ana Nurmalia Anandyawati Anandyawati Anandyawati, Anandyawati Andini, Nanda Andwini Prasetya Andwini Prasetya, Andwini Anggi Mandala Putra Anggraini, Sentri Anjaly, Ana Apri Andani Ari Anggoro Ari Anngoro Aristina, Selvin Army, M.Noor Badruddin, Redy Bahari, Bayu Dwi Prasetya Bambang Sumantri Bambang Sumantri Bambang Sumantri Banu Banu Banu Mahendro Basuki Sigit Priyono Basuki Sigit Priyono Basuki Sigit Priyono Chen, Kecun Citra Susantri Putri Sirait Dedi Dedi Delpana, Adrian Des Wahyudi, Egro Devi Devi Dewi Stopia Nengsih Dias Boy Dinda Okta Viani Dolly Madya Parton Dony Suryanto Dwi Wahyuni Ganefianti Eka Nurdianty Eko Risdianto Ellys Yulianti Ellys Yuliarti Endang Sulistyowati Evi Andriani Evi andriani, Evi Fahlevy, Rezza Fetri Yuliana Gita Mulyasari Hanafiah, Muhammad Ali Harni, Suli Hasrul A Marsaoly Hasugian, Leonardo Herlena, Feby Herri Fariadi, Herri Hesti Nur’aini Hilda Meisya Arif Hilda Meisya Arif Huriyah, Hiwayati Ika Ariyanti Ilahi, M Dellan Anugrah Ilham Abdul Rasid Illahi, Abdul Indriasari, Ika Ira Setiawati, Ira Irawan, Veri Jagadita Jatmiko, Wendi Jayadi, Mesri Jejen Pratama Saputra Johnny Oktapriza Joko Saputra Junaidi Junaidi Kamilah, Kamilah Ketut Sukiyono Ketut Sukiyono Ketut Sukiyono Ketut Sukiyono Kurniawati, Rizki Kusuma, Arya Mufti Nata Lia Ismi Kandini Lina Widawati M, Mujiono Melly Suryanty, Melly Merlian Zikri Merlian Zikri Merlian Zikri Merlian Zikri Merlian Zikri Methatias Ayu Methatias Ayu Moulina Methatias Ayu Moulina, Methatias Ayu Mohammad Nur Dita Nugroho Mudita Sahadat Muhammad Akbar Muhammad Dandi Ilahi Muhammad Fikry Muhammad Hadi Surya Muhammad NurDita Nugroho Mujiono Mujiono , Mujiono Mujiono Mujiono Mumun Mumun Munhedi Vierzhen Nanda S, Erika Naufal Aziz Alfikri Niken Dwinora Novanda, Ridha Rizki Nugroho, Arjun Satrio Nugroho, Mohammad Nur Dita Nur' aini, Hesti Nuri Aslami Nurmalia, Ana Nyayu Neti Arianti Oktapriza, Johnny Oktrada, Darti Pahlawati, Siti Pandu Imam Sudibyo Adib Pardosi, Ivan Agustinus Parwito Parwito Parwito Parwito, Parwito Prasetya, Adwini Pratama, Aldi Agung Prima, Distora Prima Puspita, Veny Putra, Usin Abdisyah Putri Sirait, Citra Susantri Putri, Wulandari Indah Andi Rabiul Armala Rahma Yunita, Rahma Rahmat Nursalim ramadhan, FAJRIANSAH RAMADHAN Ramansyah, Riki Redy Badruddin, Redy Reflis Reflis Reflis Reflis Ricky Zulfiandry Ridha Rizki Novanda Ridha Rizki Novanda Ridha Rizki Novanda Ridha Rizki Novanda Rika Dwi Yulihartika Rika Dwi Yulihartika Rika Dwi Yulihartika Rika Dwi Yulihartika, Rika Dwi Rimadhita Tiara Putri Rohman, Agus Rohman, Agus Sagala, Ruflica Sahputra, Ikwan Sahputra, Royi Samuel Hadiyanto Saputra, Roy Saputra, Zony Hendra Sari, Yosita Tri Purnama Sella Sella, Sella Septi Wulan Sari Sihite, Devi monika Silke Sachanovrissa Sintiya Sintiya Siswahyono Siswahyono Siswahyono Siswahyono Siswahyono, Siswahyono Siti Hanila Sri Narti Sriyoto Sriyoto Sriyoto Sriyoto Sriyoto Sriyoto Suhiril Suhiril Supadi Supadi Suryani, Neni SURYANTO, DONY Suryanty, Melly Sutina, Sutina Suwandi S. Sangadji Taufan, Muhamad Tawakal, Anzori Tentara, Brend Ulandari, Shelli Utama, Ferzha Putra Vineza Elsafa Wahyu Sucipto Wahyu Utami, Wahyu Wira Merina Wulan Salsahbillah Wulan salsahbillah salsahbillah Wulan Wulan Yani Astria Yosita Tri Purnama Sari Yossie Yumiati Yossie Yumiyati Yudha Yudha Yudi Nugraha Bahar Yulia Suparti Yuliana, Fetri Yuliansyah Yuliansyah Yuliansyah Yuliansyah Yulista Yulista, Yulista Yumiati, Yossi Yusun Yusun Yuti Anita Zendy Hd S, Zendy Hd S Zhazha Zhazha Zikri, Merlian Zukhruf, M Firmansyah Zukhruf, Muhammad Firmansyah Zulhendri, Rifi Zumrona, Aliyanti