ABSTRACT This research was conducted based on the phenomenon of the success of MIXUE Ice Cream & Tea business management in exploring various Indonesian market points, one of which is in Samarinda. The success was obtained, inseparable from the social and cultural phenomena in Indonesia which are starting to change now. The dominance of the Z-generation with its characteristics that are quite different from previous generations provides many perspectives to uncover the truth. Thus, this study tries to bring together various causes in one study frame to analyze and prove the impact of social influence, country of origin image, consumer ethnocentrism, and consumer animosity on product judgment, purchase intention, and purchase decisions of Z-generation MIXUE Ice Cream & Tea consumers in Samarinda. This study uses a survey method with a sample size of 180 Z-generation MIXUE Ice Cream & Tea consumers spread across Samarinda randomly obtained by accidental purposive random sampling technique. The data collected from respondents (primary data) was tabulated and tested using statistical methods which were then analyzed. Based on the results of the instrument test using SPSS software, all statements in this research are valid (coefficient value> 0.30) and reliable (cronbach alpha value > 0.60). For the research results conducted with the analysis tool SEM (structural equation modelling) AMOS version 23 shows that social influence and country of origin image have a positive and significant impact on product judgement. Furthermore, consumer ethnocentrism and consumer animosity have a negative and significant impact on purchase intention. Then, social influence and product judgment have a positive and significant impact on purchase intention. Finally, social influence, product judgment, and purchase intention have a positive and significant impact on purchase decision of Z-generation MIXUE Ice Cream & Tea consumers in Samarinda. Keywords: Social Influence, Country of Origin Image, Consumer Ethnocentrism, Consumer Animosity, Product Judgment, Purchase Intention, Purchase Decision, Z- generation Consumer Behavior. --

ABSTRACT
This purpose of this paper is to analyze the effect of Consumer Ethnocentrism,
Product Knowledge, Brand Reputation, and Word of Mouth on Repurchase Intention
through Trust and Purchase Decision on consumers of Herborist “Juice for Skin”
products in Samarinda City. This study uses a quantitative approach with a path analysis
tool processed with IBM SPSS Statistics 23 software and Structural Equation Modeling
(SEM) with IBM Amos 23 software. This study used a sample of 168 respondents. The
measurement scale uses a Likert scale with a score of 1-5. In this study using validity
and reliability tests, classical assumption tests, model fit tests, and hypothesis testing.
Based on the results of hypothesis testing, it can be proven that 4 of the 15
hypotheses found are not significant such as Brand Reputation to Purchase Decision,
Consumer Ethnocentrism to Repurchase Intention, Brand Reputation to Repurchase
Intention, and Word of Mouth to Repurchase Intention. While the other 11 hypotheses
are significant, namely the relationship between Consumer Ethnocentrism to Trust,
Product Knowledge to Trust, Brand Reputation to Trust, Word of Mouth to Trust,
Consumer Ethnocentrism to Purchase Decision, Product Knowledge to Purchase
Decision, Word of Mouth to Purchase Decision, Product Knowledge to Repurchase
Intention, Trust to Purchase Decision, Trust to Repurchase Intention, and Purchase
Decision to Repurchase Intention.
Keywords: Brand Reputation, Consumer Ethnocentrism, Product Knowledge,
Purchase Decision, Repurchase Intention, Trust, and Word of Mouth.
RINGKASAN
PENGARUH CONSUMER ETHNOCENTRISM, PRODUCT KNOWLEDGE, DAN
BRAND REPUTATION, SERTA WORD OF MOUTH TERHADAP REPURCHASE
INTENTION MELALUI TRUST DAN PURCHASE DECISION PADA PENGGUNA
PRODUK HERBORIST “JUICE FOR SKIN” DI KOTA SAMARINDA.
WIDYA PUTRI SAMGUSTIA SARI
Penelitian ini bertujuan untuk menganalisis pengaruh Consumer Ethnocentrism,
Product Knowledge, dan Brand Reputation, serta Word of Mouth terhadap Repurchase
Intention melalui Trust dan Purchase Decision pada pengguna produk Herborist “Juice
for Skin” di Kota Samarinda. Penelitian ini menggunakan pendekatan kuantitatif dengan
alat analisis jalur yang diolah dengan software IBM SPSS Statistik 23 dan Structural
Equation Modeling (SEM) dengan software IBM Amos 23. Penelitian ini menggunakan
sampel sebanyak 168 Responden. Skala pengukuran menggunakan skala likert dengan
skor 1-5. Dalam penelitian ini menggunakan uji validitas dan reliabilitas, uji asumsi klasik,
uji fit model, dan uji hipotesis.
Berdasarkan hasil pengujian hipotesis dapat dibuktikan bahwa 4 dari 15
hipotesis yang ditemukan tidak signifikan seperti Brand Reputation terhadap Purchase
Decision, Consumer Ethnocentrism terhadap Repurchase Intention, Brand Reputation
terhadap Repurchase Intention, dan Word of Mouth terhadap Repurchase Intention.
Sedangkan 11 hipotesis lainnya signifikan, yaitu hubungan antara Consumer
Ethnocentrism terhadap Trust, Product Knowledge terhadap Trust, Brand Reputation
terhadap Trust, Word of Mouth terhadap Trust, Consumer Ethnocentrism terhadap
Purchase Decision, Product Knowledge terhadap Purchase Decision, Word of Mouth
terhadap Purchase Decision, Product Knowledge terhadap Repurchase Intention, Trust
terhadap Purchase Decision, Trust terhadap Repurchase Intention, dan Purchase
Decision terhadap Repurchase Intention.
Kata Kunci: Brand Reputation, Consumer Ethnocentrism, Product Knowledge,
Purchase Decision, Repurchase Intention, Trust, dan Word of Mouth.