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All Journal Jurnal Mirai Management Jurnal Manajemen & Keuangan Jurnal Akuntansi, Manajemen dan Ilmu Ekonomi (JASMIEN) Jurnal Ekonomi Jurnal Akutansi Manajemen Ekonomi Kewirausahaan (JAMEK) Journal of Management and Digital Business Tanjungpura International Journal on Dynamics Economics, Social Sciences, and Agribusiness (TIJDESSA) Mutiara : Jurnal Ilmiah Multidisiplin Indonesia Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah International Journal of Islamic Business and Economics (IJIBEC) Ulil Albab Menulis: Jurnal Penelitian Nusantara Jurnal Dinamika Manajemen
Erna Listiana
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Religion Agriculture, Biological Sciences & Forestry Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Social Sciences Other

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Journal : Jurnal Akuntansi, Manajemen dan Ilmu Ekonomi (JASMIEN)

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The Influence Of Consumer Ethnocentrism, Social Media Usage, E-WOM, And Celebrity Worship On Purchase Intention: The Mediating Role Of Brand Association Rosalia; Yulyanti Fahruna; Ana Fitriana; Barkah; Erna Listiana
Jurnal Akuntansi, Manajemen dan Ilmu Ekonomi (Jasmien) Vol. 5 No. 02 (2025): Jurnal Akuntansi, Manajemen dan Ilmu Ekonomi (Jasmien) : Desember-Febuari
Publisher : Cattleya Darmaya Fortuna

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54209/jasmien.v5i02.985

Abstract

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.
Co-Authors AHMADI Ana Fitriana Ana Fitriana Ariqoh, Daffa Asri Audisty Prana Hardayu Barkah Barkah Barkah Barkah, Barkah Bintoro Bagus Purmono Chandra Dody Pratama Marumpe Efa Irdhayanti Erwin Erwin Fachrurazi Fadilah, Putri Fahruna, Yulyanti Fauzan, Rizky Feby Kusuma Fiola Okta Ningtias Giriati Hansen Tandra Hasanudin Hasanudin Ilzar Daud Ita Nurcholifah, Ita Mikhael Candra Priadi Mochammad Imron Awalludin Muhammad Afif Nisrina Amalia Nova Claudya Elliza Nur Afifah Nur Afifah Ramadania Rosalia Syarifah Siti Wartini Welim Hansen Wendy Wenny Pebrianti