Predicting Local Brand Acceptance in the Leather Products Market

Sri Surjani Tjahjawati, Siti Samsiyah Purwaningsih, Sholihati Amalia

Abstract


The purpose of this paper is to analyze the factors that influence local brand acceptance theoretically and practically to develop an integrated model that explains local brand acceptance in the local leather product market in Indonesia. The data is collected from 400 respondents, namely buyers of local leather products in Indonesia. Structural Equation Model–Partial Least Square (SEM-PLS) analysis was conducted to analyze the relationship between constructs. Importance-performance map analysis (IPMA) is used to analyze which constructs have the highest level of importance to local brand acceptance and price acceptance. The results show that price acceptance is influenced by product involvement, product knowledge, and prestige sensitivity. Local brand acceptance is only influenced by product involvement and price acceptance. Then the IPMA results show that product involvement has the highest level of importance to price acceptance. Price acceptance has the highest level of importance to local brand acceptance. This is one of the first studies that predicts local brand acceptance and price acceptance in the local leather product market in Indonesia and clarifies the role of product knowledge, product involvement, prestige sensitivity on their effect on local brand acceptance and price acceptance.

Keywords


Product Knowledge; Product Involvement; Prestige Sensitivity; Local Brand Acceptance; Price Acceptance

Full Text:

PDF


DOI: https://doi.org/10.29259/sijdeb.v6i1.89-106

Refbacks

  • There are currently no refbacks.



Sriwijaya International Journal of Dynamic Economics and Business
Jl. Srijaya Negara Gedung Fakultas Ekonomi Lt.3
Fakultas Ekonomi Universitas Sriwijaya
Bukit Besar, Palembang, Sumatera Selatan, Indonesia, 30139
Email: sijdeb@unsri.ac.id


p-ISSN: 2581-2904 | e-ISSN: 2581-2912


Creative Commons License
Sriwijaya International Journal of Dynamic Economics and Business by http://sijdeb.unsri.ac.id is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.


View My Stats

 SIJDEB is Indexed by: 

Logo DOAJLogo Google Scholar UnsriLogo Google Scholar UnsriNeliti