Effect of Consumer Ethnocentrism on Willingness to Buy Local Products in Indonesia

The trend of globalization and advanced technology in communication that continues to increase enable consumers to access a great variety of products from other countries, because of that matter foreign products availability increases in the domestic mark et. It is important to examine factors that influence consumer willingness to buy, especially for consumers in Indonesia. The willingness to purchase local cosmetics items is the topic of this study. The moderating impact of consumer ethnocentrism will be looked into.. This research is a descriptive research with single cross sectional design. 335 respondents collected using purposive sampling. SEM is used in this study using SmartPLS software. As a result, consumer ethnocentrism strengthens the beneficial and important influence impact brand perception and perceived quality on consumers' willingness to buy locally produced items. On the other hand, it might accentuate the unfavorable and negligible effect of perceived price on Indonesian consumers' propensi ty to purchase locally produced goods.