Through the constant change of the world such as the emergence of
advanced technology, social media, and modern transportation, people are changing
in terms of behavior and identity. With the new existence of global identity, few
studies are shedding light about the global identity and how it effects purchase
intention. Even though there are few studies on global identity, recent studies only
focus up to the point of attitude toward global brands. Studies on this topic are
limited and most of them have been conducted in developed nations. The author
proposes to measure the strength of Indonesian consumer identity based on their
attachment to the nation and global community. Next, the following objective is to
examine the role of global identity and local ide ntity and how it effects attitude
toward global products. Afterwards, the third objective is to test the effect of
consumers’ attitude on their purchase intentions for global products.
A convenience sampling is used for the collection of the respondents. From
a minimum sample size of 165, 213 respondents were accumulated. The analysis of
the data was done with a structural equation modeling. This research found that
Indonesian consumers mostly in the Greater Jakarta possessed both global and local
identity with a slightly higher possession of global identity than local identity. It
also found that global identity had a significant positive effect on purchase intention
of global products mediated by attitude.