Culture

Consumer Religiosity, Cosmopolitanism and Ethnocentrism in Indonesia: Their Impact on Global Brand Preference and Purchase Intention Toward Korean Cosmetics

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Abstract

Indonesia holds a great potential for global retailers. South Korea is well-positioned to capitalize on it, thanks to the popularity of Korean popular culture in Indonesia. Despite the significant market opportunity for global retailers, there is limited prior research examining Indonesian consumers’ global brand preference. Drawing from Festinger’s cognitive dissonance theory (1957), this study examined a research framework that tests the effect of religiosity on cosmopolitanism and ethnocentrism, which in turn are expected to influence global brand preference and purchase intention toward Korean cosmetics. Data were collected from 316 Indonesian female consumers. Results showed that religiosity positively affected ethnocentrism, not cosmopolitanism. The negative influence of ethnocentrism was found only on global brand preference, not on purchase intention toward Korean cosmetics. The cosmopolitanism positively influenced both global brand preference and purchase intention toward Korean cosmetics Finally, global brand preference had a direct effect on purchase intention toward Korean cosmetics.

How to Cite:

Jin, B. E., Yang, H., Shin, D. C., Jeong, S. & Chung, J., (2022) “Consumer Religiosity, Cosmopolitanism and Ethnocentrism in Indonesia: Their Impact on Global Brand Preference and Purchase Intention Toward Korean Cosmetics”, International Textile and Apparel Association Annual Conference Proceedings 78(1). doi: https://doi.org/10.31274/itaa.13554