Country Of Origin And Perceived Quality: Moderation Role Of Consumer Ethnocentrism

Abstract

The aims of this study were: (1) To analyze the effect of country of origin on perceived quality, (2) To analyze the effect of country of origin on perceived quality moderated by consumer ethnocentrism. The number of samples in this study were 150 respondents with the criteria of having bought and used products from the Wardah’s brand and domiciled in the city of Ternate. The test tool used is simple linear regression analysis using the Statistical Package for Social Science (SPSS) 25 as a statistical test tool. The results of this study indicate that: (1) country of origin has an effect on perceived quality, and (2) consumer ethnocetrism does not affect and does not strengthen the influence of country of origin on perceived quality. Suggestions for future researchers who will examine similar things in order to improve all the deficiencies that exist in this study are: (1) retest using other test tools such as Smart PLS, Evius and others, and (2) develop variables research that allegedly affects perceived quality.