Conference Universitas Siliwangi
International Seminar and Conference on Management, Research, and Transformation (I-SMART)

The Influence of Brand Ethnicity on Purchase Intent: The Mediating Role of Perceived Quality

Date Published : 10 September 2026

Contributors

Komarul

University of Siliwangi
Corresponding Author

Keywords

brand ethnicity perceived quality purchase intention.

Proceeding

Vol. 1 (2025): International Seminar and Conference on Management, Research, and Transformation (I-SMART 1.0)

Track

General Track

License

Copyright (c) 2026 International Seminar and Conference on Management, Research, and Transformation (I-SMART)

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Abstract

This study examines how brand ethnicity directly and indirectly influences consumer purchase intentions through perceived quality as a mediating variable. Data were obtained from 265 local consumers who were familiar with domestic brands using a semantic differential scale questionnaire      . The data was analyzed using structural equation modeling (SEM) with a partial least squares (PLS) approach. These findings show that brand ethnicity significantly and positively influences consumers' purchase intent towards local products. In addition, perceived quality mediates this relationship, suggesting that consumers' perceptions of brand quality act as a key psychological link between cultural identity and purchasing behavior.

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

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How to Cite

The Influence of Brand Ethnicity on Purchase Intent: The Mediating Role of Perceived Quality (M. K. Hidayat, Trans.). (2026). International Seminar and Conference on Management, Research, and Transformation (I-SMART), 1, 627-638. https://conference.unsil.ac.id/ismart/paper/view/142