The Influence of Event Sponsorship and Consumer Etnocentrism on Purchase Intention of Cosmetic Product

I S Nusannas, I Maulana, S Munirah, S Imbari, M Rahayu

ICOBEST 2021 - Digitalization and Opportunities in The Tough Time - ISBN 978-623-95562-1-1

Abstract

This research aimed to find out the factors that influence the Purchase Intention of cosmetic products on the female students of economic college in Purwakarta. In this research, Event Sponsorship (X1) and Customer Ethnocentrism (X2) expected to influence Purchase Intention of cosmetic products. This research was conducted by distributing questionnaires to 97 respondents with probability sampling method. The data analysis technique used in this research is quantitative descriptive analysis. Research data were analyzed using statistical software. The results stated that Event Sponsorship and Customer Ethnocentrism have positive and significant impact on Purchase Intention.

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