Pride of The Nation: Unpacking The Dominant Role of National Identity in Building Local Brand Trust
DOI:
https://doi.org/10.31851/hon.v9i1.21420Abstract
This study aims to analyze the influence of product quality, price, brand ambassadors, and national identity on the brand trust of consumers of Ortuseight, a local sportswear brand in Indonesia. The research employs a quantitative approach, utilizing a survey method involving 162 respondents who have purchased and used Ortuseight products. Data were collected through questionnaires adapted from previous studies and analyzed using multiple linear regression with IBM SPSS Statistics 26. The results indicate that, simultaneously, all variables have a significant effect on brand trust. Partially, product quality and price show a positive and significant influence, whereas brand ambassadors do not have a significant impact. Furthermore, national identity proved to be the most dominant variable in increasing brand trust. These findings emphasize the importance of combining rational and emotional factors for local brands to build consumer trust amidst competition with international brands.
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