Perceived Quality and Emotional Value that Influence Consumer's Purchase Intention towards American and Local Products

The main purpose of this study is to investigate the effects of perceived quality and emotional value that influence consumer's purchase intention towards American and local products. This study aims to increase an understanding of Malaysian consumers’ purchase intention in relation to American versus local products. The contribution of this study is crucial to the growing body of international marketing to explain the purchase intention on United States products on top of others in the context of Malaysian consumers. In other words, this research provides useful information on how the local Malaysian consumers perceive foreign products. Moreover, this study is important as a reference to the government and local retailers as well as manufacturers to develop competency and to increase quality as well as to restore products attributes to be more appealing in order to face stifle competition with other retailers especially domestically producer. Also, it is hoped that this study could contribute a certain point of understanding among academicians regarding to consumers’ purchase behavior phenomenon in Malaysia. A total of 270 questionnaires were distributed to students in higher learning institutions who were chosen randomly among the total population. Sample is mixed between postgraduate and undergraduate students and does not include international students; as the study is aimed at comparing American products and local products. Data were then analyzed using descriptive, reliability and correlation analysis. The reliability result of this study shows that the instruments that have been used in for measuring various variables in this study were reliable. Meanwhile, for correlation, the result shows moderate significant relationship between perceived quality and emotional value towards purchase intention.