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The convenience of distribution of imported superhero movies in the national market puts domestic superhero movies under threat. This is shown by the low number of viewers for domestic superhero movies that compared to imported superhero movies. Therefore, this study aims to find out the effect of consumer ethnocentrism on purchase intention in domestic superhero movie series. The research was conducted on 115 TIX ID users in Bandung City by using purposive sampling method. Hypothesis testing uses simple linear regression analysis through the statistical program for social science (SPSS). The results showed that consumers in Indonesia have a high ethnocentrism. The high level of consumer ethnocentrism was built by five constructions, namely prosociality, cognition, insecurity, reflexiveness, and habituation. This research shows that consumers have a high purchase intention towards Bumilangit Cinematic Universe. The results also explain that consumer ethnocentrism has a significant positive effect on purchase intention in domestic superhero movies. The results has implications for consumer purchase decisions in choosing domestic movies and will increase the number of viewers that can be obtained by Bumilangit Cinematic Universe so that will be able to compete with imported superhero movies in the national film market.

Pengaruh Etnosentrisme Konsumen terhadap Minat Beli Serial Film Superhero Bumilangit Cinematic Universe