Pengaruh Brand Trust dan Perceived Quality terhadap Purchase Intention Laptop Axioo di Indonesia dengan Consumer Ethnocentrism sebagai Variabel Moderasi
DOI:
10.29303/alexandria.v7i2.1791Published:
2026-09-22Downloads
Abstract
This study aims to analyze the effects of brand trust and perceived quality on purchase intention Axioo laptops in Indonesia, with consumer ethnocentrism as a moderating variable. This study employed a quantitative approach using an explanatory research design. The sampling technique applied was purposive sampling, resulting in a total sample of 294 respondents who met the predetermined research criteria. Data were collected through an online questionnaire and analyzed using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method using SmartPLS 4 software. The findings indicate that brand trust has a positive and significant effect on purchase intention, while perceived quality also has a positive and significant effect on purchase intention. Furthermore, consumer ethnocentrism was found to have a positive and significant effect on purchase intention and positively moderates the relationship between brand trust and purchase intention. However, consumer ethnocentrism was not found to moderate the relationship between perceived quality and purchase intention.
Keywords:
Brand Trust Perceived Quality Purchase Intention Consumer Ethnocentrism Axioo LaptopReferences
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