Proceedings of the 4th International Conference on Management and Business (ICOMB 2025)

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Customer Ethnocentrism and Product Quality as Determinants of Purchase Intention: Evidence From Indonesian Local Brands

Authors
Annisa Retno Utami1, Euis Widiati1, *
1Faculty of Economics and Business, Universitas Sahid, Jakarta, Indonesia
*Corresponding author. Email: euis_widiati@usahid.ac.id
Corresponding Author
Euis Widiati
Available Online 24 April 2026.
DOI
10.2991/978-94-6239-656-2_5How to use a DOI?
Keywords
Customer Ethnocentrism; Consumer Behavior; Product Quality; Purchase Intention; Local Brands
Abstract

This study aims to examine the determinants of purchase intention toward Indonesian local brands by focusing on two key predictors: customer ethnocentrism and product quality. The growing competition between local and foreign brands makes it essential to understand the behavioral factors influencing consumer purchase decisions in emerging markets such as Indonesia. A quantitative research method was employed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Data were collected from 245 respondents who were consumers familiar with Indonesian local products across fashion, cosmetics, and food and beverage categories. The results reveal that product quality has a significant positive effect on purchase intention, indicating that consumers’ perceptions of reliable performance, durability, and value strongly drive their purchase intentions for local brands. Conversely, customer ethnocentrism shows a weak and statistically insignificant influence on purchase intention. The model explains 36.4% of the variance in purchase intention, demonstrating moderate predictive power. These results underscore the need for local brand marketers to prioritize improving product quality alongside national identity messaging. This study contributes to the literature on consumer behavior in emerging markets by examining ethnocentrism and product quality from both perspectives.

Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 4th International Conference on Management and Business (ICOMB 2025)
Series
Advances in Economics, Business and Management Research
Publication Date
24 April 2026
ISBN
978-94-6239-656-2
ISSN
2352-5428
DOI
10.2991/978-94-6239-656-2_5How to use a DOI?
Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Annisa Retno Utami
AU  - Euis Widiati
PY  - 2026
DA  - 2026/04/24
TI  - Customer Ethnocentrism and Product Quality as Determinants of Purchase Intention: Evidence From Indonesian Local Brands
BT  - Proceedings of the 4th International Conference on Management and Business (ICOMB 2025)
PB  - Atlantis Press
SP  - 49
EP  - 64
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-656-2_5
DO  - 10.2991/978-94-6239-656-2_5
ID  - Utami2026
ER  -