The Effect of Consumer Ethnocentrism and Perceived Value on Brand Image and Purchase Intention of Advan Smartphone (Survey on Students of Economics and Business Faculty Unsoed Purwokerto)

This research was entitled “THE EFFECT OF CONSUMER ETHNOCENTRISM AND PERCEIVED VALUE ON BRAND IMAGE AND PURCHASE INTENTION OF ADVAN SMARTPHONE (Survey on Students of Economics and Business Faculty UNSOED Purwokerto)”. The aims of research were to analyze the effect of consumer ethnocentrism as well as perceived value on brand image, and to analyze the effect of brand image on purchase intention. Type of this research was descriptive with a survey method survey. Population within study was all college students of S1 and D3 programs who were registered and active in Economics and Business Faculty of Jenderal Soedirman University Purwokerto. Sample size was 100 respondents which determined by Slovin formula. Sampling technique used in this research was proportionate stratified sampling. Furthermore, technique data analysis of this study used simple and multiple regression models. Based on the result of data analysis, it could be concluded that consumer ethnocentrism as well as perceived value has a positive effect on brand image, and brand image has a positive effect on purchase intention. Refers to these conclusions, it could be implied that as an effort to create and increase the positive brand image of its customers, marketing management of Advan smartphone brand needs to build the community of domestic products lovers, differentiate Advan brand from the foreign smartphone products, create the high quality of Advan smartphone product through increase the performance, features and reliability of smartphone product which are reflects the Advan brand, improve the consumers’ experience to use Advan smartphone brand, offering the Advan smartphone products at economical and competitive prices, and always follow up the consumer complaints optimally. Furthermore, in order to increase the customers’ intention to purchase Advan smartphone brand, marketing management should prioritize on its positive brand image. The ways could be done by increase and strengthen the customers’ perception and their positive assessment towards the Advan smartphone as one of the domestic product brands