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All Journal International Journal of Application on Economics and Business
Sherina Sherina
Faculty of Economics & Business, Universitas Tarumanagara
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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The Impact of Consumer Ethnocentrism, Perceived Quality, and Emotional Value on Purchase Intention of Local Brand Streetwear Products in Generation Z in Jakarta Sherina Sherina; Frangky Selamat
International Journal of Application on Economics and Business Vol. 1 No. 1 (2023): February 2023
Publisher : Graduate Program of Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ijaeb.v1i1.530-538

Abstract

This study was conducted to determine the effect of consumer ethnocentrism, perceived quality, and emotional value on the intention to buy streetwear products from Generation Z local brands in Jakarta. The sampling method used is non-probability sampling with convenience sampling technique. Data collection using a google form questionnaire distributed through social media with a number of respondents as many as 200 people but only 197 that can be analyzed further. The data analysis technique used is Partial Least Square-Structural Equation Modeling (PLS-SEM) with the help of SMARTPLS v3.2.9 statistical software. The sample in this study is Generation Z with an age range of 9-24 years who live in Jakarta who are familiar with local brand streetwear products. The results indicate that consumer ethnocentrism, perceived quality, and emotional value have a positive impact on the purchase intention of Generation Z to purchase local brand streetwear in Jakarta. For street wear fashion marketers, the results provide a better understanding of the increasingly dynamic consumer behavior of Generation Z.
Co-Authors Frangky Selamat