The influence of ethnocentrism and product Knowledge on purchasing decisions of wardah Cosmetics mediated by brand image

Riza Umami, Lalu Adi Permadi, Hilmiati Hilmiati

Abstract


this study aims to determine the influence of "ethnocentrism and product knowledge on purchasing decisions of wardah cosmetics mediated by brand image". the type of research used was descriptive quantitative with causal associative nature. the population in this study are consumers who have made purchases of wardah cosmetics product. the number of samples taken was 100 people. the sampling technique used in this research was purposive sampling technique. data processing in this study used spss 29.0 for windows, which tasted the validity, reliability test, classic assumption test, causal step regression test, significance test (t test) and coefficient of determine test (r2). based on the results of the study showed that : ethnocentrism has a positive and significant influence on purchasing decisions, ethnocentrism has a positive and significant influence on brand image, brand image has a positive and significant influence on purchasing decisions, product knowledge has a positive and significant influence on brand image, product knowledge has a positive and significant influence on purchasing decisions, ethnocentrism has a positive and significant influence on purchasing decisions which is mediated by brand image, product knowledge has a positive and insignificant influence on purchasing decisions which is mediatied by brand image

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