PENGARUH COUNTRY OF ORIGIN DAN CONSUMER ETHNOCENTRISM TERHADAP PURCHASE INTENTION PRODUK SKINCARE DENGAN BRAND IMAGE SEBAGAI VARIABEL MEDIASI (STUDI GENERASI Z DI KOTA SUKABUMI)

This study aims to analyze the influence of country of origin and consumer ethnocentrism on purchase intention of skincare products, with brand image as a mediating variable. The research focused on Generation Z in Sukabumi. The method used was a quantitative approach with path analysis through Partial Least Squares Structural Equation Modeling (PLS-SEM). The results showed that country of origin has a significant positive effect on brand image, and consumer ethnocentrism also positively influences brand image. Furthermore, brand image was proven to mediate the relationship between these two variables and purchase intention. These findings indicate that a positive brand image, influenced by the reputation of the country of origin and consumer ethnocentrism, is very important in influencing purchase intention. This study provides insights for marketers to develop more effective strategies in reaching Generation Z consumers.
Keywords: Country of Origin, Consumer Ethnocentrism, Brand Image, Purchase Intention, Skincare.