The Role of Age in Moderating the Relationship Between Dual Ethnocentrism and Purchase Intentions in Restaurants
Keywords:
Ethnocentrism, Ethnicity, , Ethnocentrism double, Consumer’s ethnocentrism, Purchase intention, , Purchase intention at a restaurantAbstract
This research aims to explore the role of age as a moderator in the relationship between dual ethnocentrism and restaurant purchase intentions. The study focuses on Indonesian citizens of Chinese descent residing in Indonesia who express intent to visit both Indonesian cuisine and Chinese cuisine restaurants. Data were collected through online questionnaires, with a total of 200 responses obtained through snowball sampling. Analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) and Multi-Group Analysis (MGA) in SmartPLS 3. The findings indicate that ethnocentrism among dual ethnicities significantly influences purchase intentions specifically towards restaurants serving cuisine aligned with the individual's ethnocentric background, but not towards restaurants serving other ethnic cuisines. Age was found to moderate the relationship between home ethnocentrism and host ethnocentrism but did not moderate the relationship between dual ethnocentrism and purchase intentions toward restaurant cuisine. This research hopes to contribute to the fill the gap in the literature and provide practical insight. Moreover, limitations and future direction also were discussed in this work.
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Copyright (c) 2024 Budhi Haryanto, Prasetio Kumala Hasta

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