Domestic Consumption: Relative Product Quality Ethnocentrism, and Domestic Product Belief

The increasing number of cosmetics imports in Indonesia has resulted in the domestic cosmetic industry has to compete with foreign products. This study aims to determine consumer behavior in using local products using cognitive (quality evaluation), normative (social and personal norms relating to the country of origin), and affective (symbolic and emotional values of the country of origin) in shaping consumer preferences. This research is quantitative. Data collection was carried out via a questionnaire distributed to 400 respondents with a population of Indonesian consumers who used cosmetics. The analysis technique used Smart PLS. The results show that relative product quality, domestic product trust, consumer ethnocentrism, and patriotism have a significant effect on domestic consumption. This research also shows that patriotism and conservatism influence consumer ethnocentrism and cosmopolitanism have an inverse influence on consumer ethnocentrism