The Roles of e-WOM, National Identity, and Perceived Quality in the Purchase Decisions of Indonesian Products among the Indonesian Diaspora in Qatar

Eka Surya Prihandini; Hana Vienanda Nur Alisya; Kartini Sarsilaningsih; Muhammad Aras

doi:10.58421/misro.v5i3.1903

DOI:

https://doi.org/10.58421/misro.v5i3.1903

Authors

Eka Surya Prihandini Binus University
Hana Vienanda Nur Alisya Binus University
Kartini Sarsilaningsih Binus University
Muhammad Aras Binus University

Keywords:

Electronic Word-of-Mouth (e-WOM), Indonesian Diaspora, National Identity, Perceived Quality, Purchase Decision

Abstract

This study examines how electronic word-of-mouth (e-WOM), national identity, and perceived quality influence the online purchase decisions of Indonesian products among the Indonesian diaspora in Qatar. The study provides insight into the role of digital communication and national identity in shaping consumers' quality evaluations and cross-border purchasing behavior. A quantitative approach was employed using data collected from 200 respondents through purposive sampling and analyzed with Partial Least Squares Structural Equation Modeling (PLS-SEM). The results reveal that e-WOM and national identity positively and significantly affect perceived quality. Furthermore, perceived quality and national identity have positive and significant effects on purchase decisions. Perceived quality also partially mediates the relationship between national identity and purchase decisions. The findings are discussed from the perspectives of digital communication and social identity, emphasizing the interaction between online information and consumers' attachment to their home country. The study demonstrates that the purchase decisions of the Indonesian diaspora are shaped not only by national identity but also by quality perceptions developed through digital communication.

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