ANALYSIS OF PRESTIGIOUS PERCEPTIONS AND QUALITY PERCEPTIONS ON PURCHASE DECISIONS MERCEDES-BENZ CAR IN SURABAYA: THE MODERATION ROLE OF CONSUMER ETHNOCENTRISM

Abstract

The purpose of this research is to analyze influence perception prestige and perception quality on Purchasing Decisions , and to analyze consumer ethnocentrism moderate influence perception prestige and perception quality on Purchasing Decisions On Mercedes Benz Cars in Surabaya
Population from study This is owners and users Mercedes Benz cars in Surabaya, and the techniques used in study This was purposive sampling and obtained amount sample amounting to 90 respondents . Data analysis was carried out with use Partial Least Squares (PLS)
Based on results research , data analysis , and discussion , then obtained conclusion as following : Perception prestige give contribution positive to decision purchase . Perception quality give contribution to enhancement decision purchase . Consumer ethnocentrism moderates contribution perception prestige to decision purchase . Consumer ethnocentrism moderates contribution perception quality to decision purchase.