Beyond Nationalism: How Country Image and Product Perceptions Shape Indonesian Intentions toward Chinese Cosmetics

Thenyson, Angeline Clarissa and Anandya, Dudi and Djayapranata, Grace Felicia (2026) Beyond Nationalism: How Country Image and Product Perceptions Shape Indonesian Intentions toward Chinese Cosmetics. Journal of Entrepreneurship & Business, 7 (3). pp. 261-279. ISSN 2721706X

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Abstract

Purpose: This study investigates the empirical causal relationships between consumer ethnocentrism, general country image, product image, and purchase intention toward Chinese cosmetic products among Indonesian consumers. This research addresses empirical inconsistencies regarding whether nationalist purchasing tendencies inhibit foreign product adoption in an emerging market. Method: Adopting a quantitative causal research design, primary data were gathered from 150 Indonesian consumers aged 17 and older who had purchased and used Chinese cosmetic products, selected via purposive sampling through an online survey. Data were analyzed using covariance-based Structural Equation Modeling (CB-SEM) in AMOS Graphics 22 Result: These findings indicate that in high-growth, highly visible categories like cosmetics, functional quality, innovation, and country reputation outweigh nationalist purchasing barriers. Future research should integrate additional variables such as electronic word-of-mouth (eWOM), brand trust, and social media engagement across broader demographic segments and product categories. Specifically, the structural model showed that H4, H5, and H6 were supported. Implications & Recommendations: These findings reinforce the Country-of-Origin (COO) effect, highlighting that consumers often rely on country-related associations when evaluating foreign products, particularly in industries where product quality, innovation, and safety are considered essential attributes. Contribution & Value Added: This study contributes to the consumer ethnocentrism and country-of-origin literature by demonstrating that the influence of consumer ethnocentrism on foreign-product purchase intention is context-dependent rather than universally negative. The study further adds value by demonstrating that general country image and product image provide more consistent explanatory pathways for purchase intention.

Item Type:	Article
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HN Social history and conditions. Social problems. Social reform
Divisions:	Faculty of Business and Economic > Department of Management
Depositing User:	DUDI ANANDYA
Date Deposited:	09 Oct 2026 03:16
Last Modified:	09 Oct 2026 03:16
URI:	http://repository.ubaya.ac.id/id/eprint/51355

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