Abstract: This research examines how consumer ethnocentrism, product design, and brand knowledge influence purchase intentions among fans of the Erigo brand in Indonesia. It focuses on understanding the relationship between these factors to provide insight into consumer behavior in the Indonesian market.
The research uses a quantitative approach to collect and analyze data from fans of the Erigo brand in Indonesia. A structured questionnaire was administered to participants to collect information on consumer ethnocentrism, product design, brand knowledge.......
KEYWORDS : Consumer Ethnocentrism, Product Design, Brand Knowledge, Purchase Intentions, Attitude, Trust
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