The Role of Social Influence, COOI, Consumer Ethnocentrism, and Consumer Animosity in Shaping Purchase Decisions among Z-generation MIXUE Consumers in Indonesia
Della Olivia Caterina Kalangit1, Hendrik Batoteng2, Suramli3, Kristin Wulansari4 and Vina Ulandari5

Politeknik Negeri Samarinda

Abstract

This research was conducted based on the phenomenon of the success of MIXUE business management in exploring various market points, one of which is in Indonesia. However, this does not have any implications for Z Generation as customers to purchase these products. Generation Z does not consider the sense of love and pride for other similar products that come from their own country. The dominance of the Z-generation with its characteristics that are quite different from previous generations provides many perspectives to uncover the truth. This study uses a survey method with a sample size of 180 Z-generation consumers spread across Indonesia which was randomly obtained by an accidental purposive random sampling technique. The data collected from respondents (primary data) was tabulated and tested using statistical methods which were then analyzed. The research results conducted with the analysis tool SEM (structural equation modelling) AMOS version 23 show that social influence and country of origin image have a positive and significant impact on product judgment. Furthermore, consumer ethnocentrism and consumer animosity have a negative and significant impact on purchase intention. Then, social influence and product judgment have a positive and significant impact on purchase intention. Finally, social influence, product judgment, and purchase intention have a positive and significant impact on the purchase decision of Z-generation MIXUE consumers in Indonesia.

Keywords: Social Influence, Country of Origin Image, Consumer Ethnocentrism, Consumer Animosity, Z-generation Consumer Behavior

Topic: Natural resources management