Ethnocentrism in local fashion brands impact of quality and price on brand love among Gen Z: Ethnocentrism’s role in e-commerce

This study provides crucial insights for local fashion brands in Indonesia, enabling them to enhance brand loyalty and adoption among Generation Z by aligning marketing strategies with the ethnocentric values of this demographic. Utilizing Structural Equation Modeling (SEM), the research examines how perceived quality and price influence brand attitudes and brand love, using statistical methods such as T-statistics and P-values to validate the relationships. The findings highlight that Perceived Quality (PQ) and Perceived Price (PP) significantly shape attitudes towards brands, with PQ influencing Attitude Toward Brand (ATB) at a P-value of 0.002 and PP at a P-value of 0.025. Consumer Ethnocentrism (CE) plays a pivotal role by directly affecting ATB (P-value of 0.000) and moderating the impact of PQ and PP on ATB (P-values of 0.045 and 0.001, respectively). The SEM analysis shows strong goodness-of-fit indices, with a Chi-Square/df ratio of 2.34, CFI of 0.96, RMSEA of 0.045, and SRMR of 0.041, indicating an excellent fit to the data. The methodological rigor, including validation measures like convergent and discriminant validity, ensures the reliability of these findings. By leveraging nationalistic sentiments, local brands can amplify positive perceptions of quality and price, fostering deeper brand connections in a competitive market landscape.