The Impact of Consumer Ethnocentrism, Perceived Quality, and Emotional Value on Purchase Intention of Local Brand Streetwear Products in Generation Z in Jakarta

Abstract

This study was conducted to determine the effect of consumer ethnocentrism, perceived quality, and emotional value on the intention to buy streetwear products from Generation Z local brands in Jakarta. The sampling method used is non-probability sampling with convenience sampling technique. Data collection using a google form questionnaire distributed through social media with a number of respondents as many as 200 people but only 197 that can be analyzed further. The data analysis technique used is Partial Least Square-Structural Equation Modeling (PLS-SEM) with the help of SMARTPLS v3.2.9 statistical software. The sample in this study is Generation Z with an age range of 9-24 years who live in Jakarta who are familiar with local brand streetwear products. The results indicate that consumer ethnocentrism, perceived quality, and emotional value have a positive impact on the purchase intention of Generation Z to purchase local brand streetwear in Jakarta. For street wear fashion marketers, the results provide a better understanding of the increasingly dynamic consumer behavior of Generation Z.