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The micro, small and medium enterprises (MSMEs) have an important role in the economic growth and development of Bali. One industry of the MSMEs that still exists and survives in the Province of Bali is Endek fabric. The increasing tight competition has forced MSMEs to formulate competitive strategies. This study aims to explain consumer ethnocentrism attitudes in moderating the effect of product knowledge, brand image and lifestyle on consumer decisions to buy endek Bali products. To achieve these objectives 95 respondents spreading across Bali Province were taken using purposive sampling. Data were collected using questionnaires and were. Processed using Partial Least Square (PLS) analysis tools. The results of the analysis show that product knowledge, brand image and ethnocentrism have significant effects on the purchase of Bali SME endek fabric, while lifestyle variables do not prove to significantly influence purchasing decisions. Ethnocentrism variables reinforce the influence of product knowledge and brand image on purchasing decisions but weaken the influence of lifestyle on purchasing decisions.

Sikap Etnosentrisme Memoderasi Pengaruh Product Knowledge, Citra Merek dan Gaya Hidup terhadap Keputusan Pembelian Produk UMKM