Consumer ethnocentrism, cultural sensitivity, brand credibility on purchase intentions of domestic cosmetics

Brands investigate cultural sensitivity in order to stand out from global market competition and reach more diverse customers. The research emphasized on the relationship between consumer ethnocentrism, brand credibility toward purchase intention domestic products. product category was cosmetic brands including Mustika Ratu, Sari Ayu, Wardah Viva as four top representing Indonesian attitudes beauty of women. Meanwhile, determines level awareness, understanding, acceptance foreign-culture values. This study highlights culture theory foundation for building a model ethnocentrism focuses importance an antecedent that can influence conducted using survey method also observed be associative through testing variables contained conceptual model. WarpPLS 7.0. 120 consumers cosmetics selected non-probability sampling method. results concluded has negative intentions brands. Brand were found have positive effect intentions.