The Effect of Consumer Ethnocentrism, Cultural Sensitivity, and Brand Credibility on Purchase Intention of Wardah Cosmetic Products in Medan City

Abstract

This study aims to examine the effect of consumer ethnocentrism and cultural sensitivity on purchase intention with brand credibility as a mediating variable in the context of Wardah cosmetic products in Medan City. A quantitative research method was employed using purposive sampling with a total of 140 respondents who are Wardah cosmetic users. Data were collected through questionnaires and analyzed using Structural Equation Modeling (SEM) with SmartPLS version 4.0. The findings reveal that consumer ethnocentrism and cultural sensitivity have a positive and significant effect on brand credibility. Brand credibility, in turn, has a positive and significant effect on purchase intention. However, consumer ethnocentrism and cultural sensitivity show a positive but insignificant direct effect on purchase intention. Interestingly, both variables significantly influence purchase intention indirectly through brand credibility as a mediating factor. These results highlight the importance of brand credibility in strengthening the relationship between consumer attitudes and purchase intention in the cosmetic industry, particularly for local halal brands