The Influence of Event Sponsorship and Consumer Etnocentrism on Purchase Intention of Cosmetic Product

Authors

  • I S Nusannas Department of Management, STIE DR KHEZ Muttaqien, Purwakarta, Indonesia
  • I Maulana Department of Management, STIE DR KHEZ Muttaqien, Purwakarta, Indonesia
  • S Munirah Department of Management, STIE DR KHEZ Muttaqien, Purwakarta, Indonesia
  • S Imbari Department of Management, STIE DR KHEZ Muttaqien, Purwakarta, Indonesia
  • M Rahayu Department of Management, STIE STAN-IM, Bandung, Indonesia
  • D Mutmainnah Doctorate Program, Universitas Pendidikan Indonesia, Bandung, Indonesia

DOI:

https://doi.org/10.34010/icobest.v2i.266

Keywords:

Event Sponsorship, Customer Ethnocentrism, Purchase Intention

Abstract

This research aimed to find out the factors that influence the Purchase Intention of cosmetic products on the female students of economic college in Purwakarta. In this research, Event Sponsorship (X1) and Customer Ethnocentrism (X2) expected to influence Purchase Intention of cosmetic products. This research was conducted by distributing questionnaires to 97 respondents with probability sampling method. The data analysis technique used in this research is quantitative descriptive analysis. Research data were analyzed using statistical software. The results stated that Event Sponsorship and Customer Ethnocentrism have positive and significant impact on Purchase Intention

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Published

2021-12-01

Issue

Vol. 4 (2021): Proceeding of The 4th International Conference on Business, Economics, Social Sciences, and Humanities (ICOBEST)

Section

Articles

How to Cite

I S Nusannas, I Maulana, S Munirah, S Imbari, M Rahayu, & D Mutmainnah. (2021). The Influence of Event Sponsorship and Consumer Etnocentrism on Purchase Intention of Cosmetic Product. Proceeding of International Conference on Business, Economics, Social Sciences, and Humanities, 4, 136-140. https://doi.org/10.34010/icobest.v2i.266