The impact of animosity, ethnocentrism, brand image and product country image on willingness to buy on Oppo in Indonesia

Branco, Olcossus Bosco Baptista Miranda (2023) The impact of animosity, ethnocentrism, brand image and product country image on willingness to buy on Oppo in Indonesia. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

This study investigates the influencing factors on the willingness to buy Oppo smartphones in Indonesia, focusing on animosity, ethnocentrism, brand image, and product country image. Oppo as a smartphone brand has been growing in popularity here in Indonesia but has rarely been considered a high-end option for Indonesian consumers and the objective of this study is analyze this issue with regards to previously mentioned variables and their influences over Indonesian consumers. The data is collected through online questionnaire via Google form, which included 25 indicators and requires at least 300 respondents. The data will be analyzed through Structural Equation Modeling - Partial Least Square (SEM-PLS) and processed with SmartPLS4. The results of this experiment concluded that hypotheses one, two, four and six were supported while three, five and seven were not supported

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