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.