Enhancing Brand Loyalty through Marketing Mix: Consumer Ethnocentrism as Boundary Condition

Abstract

This study aims to explain the formation of brand loyalty for the local outdoor product Eiger through the integration of the S-O-R Model and Expectation Confirmation Theory, with the Marketing Mix serving as the stimulus, CBBE and Consumption Satisfaction as mediating mechanisms, and Consumer Ethnocentrism as a moderator variable. The study employs an explanatory quantitative approach with a causal design. Data were collected from 210 Eiger consumers in Cirebon Regency via an online questionnaire and analyzed using PLS-SEM with SmartPLS 4.0 to test the measurement model and structural model. The results indicate that the Marketing Mix significantly influences CBBE, CBBE significantly influences Consumption Satisfaction, and Consumption Satisfaction drives Brand Loyalty. Consumer Ethnocentrism moderates the relationship between CBBE and Consumption Satisfaction but does not moderate the relationship between Consumption Satisfaction and Brand Loyalty. This study contributes by integrating CBBE as a mediator in the S-O-R Model and revealing the asymmetric moderating role of Consumer Ethnocentrism. The findings confirm that national identity strengthens consumer satisfaction with local brands, but loyalty remains dependent on product performance and the quality of the experience. Local brands need to focus their strategies on optimizing the Marketing Mix to strengthen CBBE and consumer satisfaction. The sentiment “Proudly Made in Indonesia” is effective in supporting satisfaction, yet long-term loyalty is more determined by product quality, innovation, and functional superiority. This study is limited to a single region, employs a cross-sectional design, and relies on self-report data. Future research is recommended to expand the regional and brand contexts, utilize longitudinal approaches and mixed-methods, and incorporate additional behavioral and psychological variables.