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Pengaruh Consumers Ethnocentrism, Social Media Usage, dan E-WOM Terhadap Repurchase Intention Dengan Brand Association Sebagai Variabel Mediasi

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Muhammad Nabil Azamahir(1Mail), Harry Setiawan(2), Nur Afifah(3), Bintoro Bagus Purmono(4),
(1) ,
(2) ,
(3) ,
(4) ,

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Available online: 2025-06-05  |  Published : 2025-06-05
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Abstract


Consumer ethnocentrism merupakan kecenderungan konsumen untuk lebih memilih produk dalam negeri dibandingkan produk asing karena alasan loyalitas, nasionalisme, dan persepsi moral terhadap dampak ekonomi. Di Indonesia, fenomena ini semakin relevan seiring dengan meningkatnya kesadaran masyarakat terhadap pentingnya mendukung produk-produk lokal dalam menghadapi persaingan global. Penulisan ini bertujuan untuk menyelidiki bagaimana faktor-faktor seperti Consumer Ethnocentrism, Social media usage (SMU), dan e-WOM, mempengaruhi Repurchase Intention produk fashion lokal 3second (Three Second) di Indonesia, dengan Brand Association sebagai variabel yang menghubungkan. Penulisan ini menggunakan pendekatan kuantitatif dengan teknik purposive sampling. Analisis data dilakukan menggunakan SmartPLS versi 4 dengan metode PLS-SEM. Hasil penulisan memperlihatkan jika Consumers Ethnocentrism, SMU, dan e-WOM secara positif dan signifikan memengaruhi Repurchase Intention, melalui Brand Association, baik secara langsung maupun tidak langsung. Hasil ini memperlihatkan jika brand association sangat penting dalam meningkatkan korelasi antara variabel-variabel ini dan niat pembelian ulang. Implikasi praktisnya adalah bahwa strategi pemasaran yang mendorong kebanggaan terhadap produk lokal melalui etnosentrisme konsumen, penggunaan media sosial yang efektif, dan ulasan konsumen yang positif (e-WOM) dapat meningkatkan brand association dan niat pembelian ulang konsumen terhadap produk lokal seperti 3second. Dengan kata lain, semakin tinggi tingkat etnosentrisme konsumen, semakin kuat pula brand associationa terhadap merek lokal, yang pada akhirnya meningkatkan kemungkinan pembelian ulang.

Keywords


Consumer Ethnocentrism, Social Media Usage, e-WOM, Brand Association, Repurchase Intention.

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