<![CDATA[The growth of the national cosmetics industry in Indonesia has shown a positive trend in recent years, but this increase has not been fully followed by the dominance of local cosmetic brands in certain categories, especially lipstick, which is still dominated by global brands. This condition indicates low purchase intention for local-brand lipstick products, especially among Generation Z, who are the largest cosmetic users. This study aims to analyze the influence of consumer ethnocentrism, country of origin, and perceived quality on the purchase intention of local-branded lipstick among female Generation Z consumers in Cimahi City. This study uses a quantitative approach with a survey method. Primary data were collected through a structured questionnaire of 120 respondents selected using a purposive sampling technique, with the criteria of Generation Z women aged 15–28 who an interest using lipstick. SmartPLS software was used to assist in the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method for data analysis. The results showed that consumer ethnocentrism had no significant effect on purchase intention, while country of origin and perceived quality had a positive and significant effect. Simultaneously, consumer ethnocentrism, country of origin, and perceived quality had a moderate effect on purchase intention.]]>
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