Brand Image of Domestic Products: Empirical Evidence From Indonesia

Abstract

This study aims to reveal the many variables that affect the etnocentrisme consumers and the impact on the product-product product domestic product. Materialism, self-esteem and globalization are variables that affect etnocentrisme the consumer and the brand image of domestic product. The respondents of this research is the visitors of the shopping center in the City of Bandung with 392 respondents. The sampling technique used is an example of the rough. Methods of data analysis used in this research is structural equation models to determine the relationship between variables materialism, self-esteem and globalization with etnocentrisme and also with the image of the domestic product. The results show that there is a significant positive effect of self-esteem on etnocentrisme consumers, as well as on the image of the domestic product. The effect of materialism Variable on etnocentrism the Consumer stated will be significant. However, the image of domestic products stated have the effect of a negative and significant although the effect is minimal. Variable Globalization has negative effect and significant on etnocentrisme consumers with a large coefficient of influence. However, it does not have a significant effect on the image of the domestic product. This shows that globalization has an indirect effect on the image of the domestic product