The Effect Ethnocentrism, Product Knowledge, Social Influence on Purchase Intention Through Attitude in Samarinda, Indonesia

DOI

10.2991/icmemm-18.2019.9How to use a DOI?

Keywords

Ethnocentrism, Product Knowledge, Social Influence, Attitude, Purchase Intention, Wardah Cosmetic, Samarinda City

Abstract

The purpose of this paper is to analyze the impact of ethnocentrism, product knowledge, and social influence toward purchase intention through attitude to wardah cosmetic in Samarinda City. This paper used quantitative method. Structural Equation Modeling (SEM) was performed to test the measurement. Total participants are 102 participant were domicile in Samarinda City completed a questionnaire were used Likert Scale with 1-5 score. The result, ethnocentrism have significant impact on attitude andproduct knowledge and social influence have no significant impact on attitude; ethnocentrism, product knowledge, social influence, and attitude have a significant impact on purchase intention

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Prapdopo
AU  - Armini Ningsih
AU  - Andi Syarifuddin
AU  - Rahayu Pramesti Lelana
PY  - 2019/03
DA  - 2019/03
TI  - The Effect Ethnocentrism, Product Knowledge, Social Influence on Purchase Intention Through Attitude in Samarinda, Indonesia
BT  - Proceedings of the First International Conference on Materials Engineering and Management - Management Section (ICMEMm 2018)
PB  - Atlantis Press
SP  - 42
EP  - 45
SN  - 2352-5428
UR  - https://doi.org/10.2991/icmemm-18.2019.9
DO  - 10.2991/icmemm-18.2019.9
ID  - 2019/03
ER  -