The Effect of Consumer Ethnocentrism and Social Status on Repurchase Decision of Local Cosmetic Products in Padang City

Abstract

This study aims to analyze the influence of consumer ethnocentrism and social status on the repurchase decision of local cosmetic products in Padang City. This is a causal associative research to measure the relationship between some marketing variables influence another. Respondents in this study were the people of Padang City having purchased local cosmetic products. As many as 267 people were selected as the respondents. The data were analyzed using the structural equation model (SEM). The results of the study prove that: 1) Ethnocentrism has a positive and significant effect on the social status; 2) Ethnocentrism has no significant effect on the repurchase decision of local cosmetic products in Padang city; 3) Social status has a significant effect on the repurchase decision of local cosmetic products in Padang city.