Authors : Rahmi Iryanti; Sulhaini; Handry Sudiartha Athar

Volume/Issue : Volume 8 - 2023, Issue 12 - December

Google Scholar : https://tinyurl.com/yc5xzepx

Scribd : https://tinyurl.com/4ektx7km

DOI : https://doi.org/10.5281/zenodo.10401370

Abstract : This research aims to examine the influence of consumer ethnocentrism and perceived quality on repurchase intentions through consumer attitudes toward local brands at NTB Mall. This type of research is causal associative research with a quantitative approach. Sampling was taken using a non-probability sampling technique, namely 100 respondents from NTB Mall consumers or customers. Data analysis used PLS-SEM techniques with Smart PLS 4 software. The results showed that consumer ethnocentrism and consumer attitudes had a significant positive effect on repurchase intentions, while perceived quality had a positive and insignificant effect on repurchase intentions. Consumer ethnocentrism has a positive and significant effect on consumer attitudes, while perceived quality has a positive and insignificant effect on consumer attitudes. In addition, consumer attitudes are able to mediate the influence of consumer ethnocentrism on repurchase intentions, but consumer attitudes are not able to mediate the influence of perceived quality on repurchase intentions. NTB Mall managers can support this research and utilize the results to understand more about consumer behavior and develop more effective marketing strategies.

Keywords : Consumer Ethnocentrism, Perceived Quality, Consumer Attitude, Repurchase Intention.