THE INFLUENCE OF ETHNOCENTRISM, BRAND IMAGE, AND LIFESTYLE ON ONLINE BATIK PURCHASE DECISIONS IN MEDAN CITY

Abstract

This research discusses the influence of ethnocentrism, brand image, and lifestyle on purchasing decisions. The method used in this research is descriptive with a quantitative approach. The population in this study consists of all batik consumers on Shopee Medan, while the sampling method uses the Cochran formula, resulting in a sample of 96 people. The data collection method used was a questionnaire. The data analysis technique used the Path Analysis Statistical Model, namely Partial Least Square-Structural Equation Model (PLS-SEM), with the SmarPLS4 application. The research findings indicate that the ethnocentrism variable has a positive and significant effect on purchasing decisions, the brand image variable partially does not have a positive and significant effect on purchasing decisions, the brand image variable partially does not have a positive and significant effect on purchasing decisions, and the lifestyle variable partially has a positive and significant effect on online batik purchasing decisions in Medan City. The magnitude of the influence of the ethnocentrism, brand image, and lifestyle variables on online purchasing decisions is 20.9%, categorized as weak, which can be interpreted as a low influence of the independent variables on the dependent variable.