94 QUALITY MANAGEMENT 1. Introduction Today, Indonesian domestic products and services should be ready to compete in global competition as well as in the domestic market itself (Purwanto, 2014).The launching of ASEAN Economic Community (AEC) at the end of 2015 with its blueprint to manifest a single market and production base makes ASEAN raise its competition. In this case, many Indonesians doubted that Indonesian domestic products have the ability to compete with foreign products. SindoNews.com published an article titled, ‘Indonesia is attacked by foreign brands’, which was reported by Endarwati and Amin, on May 21, 2015. In the article, Yuswohady, the Program Director for Indonesia Brand Forum (IBF) said that competition between foreign and domestic brands is just like a heavyweight boxing match against a featherweight, which means that they were not balanced. Furthermore, an attack of foreign brands touched in all of Indonesian consumers’ need lines currently. It begins from the kitchen, bathroom, and into drinking water. The foreign brands practically made domestic brands to be marginalised (Endarwati and Amin, 2015). Furthermore, Gita Irawan Wirjawan, a former Ministry of Trade, said that Indonesian people must have a positive attitude on domestic products, love it, purchase, and use domestic products rather than foreign products (Ratomo, 2013). He said that if Indonesian consumers would like more to purchase import products rather than domestic products, foreign producers would get benefits. Our money will flow out and it will not give benefits for our domestic economics (Ratomo, 2013). Although Hamin and Elliott (2006) found that the overall level of consumer ethnocentrism of Indo- nesian consumers, compared with published results for a range of countries were notably high, Purwanto (2014) found a low level of perception on domestic product quality and domestic product purchase intentions among young Indonesian con- sumers. This research was motivated by the above problem and recommendations of the study by Purwanto (2014) to look for a relation between consumer cosmopolitanism with the perception of foreign product quality and relationship of consumer cosmo- politanism with foreign product purchase behaviour. Previous studies showed a positive influence of consumer cosmopoli- tanism on perceived foreign product quality and purchase inten- tions. Parts and Vida (2013) and Rawwas et al. (1996) found the effect of consumer cosmopolitanism on perceived foreign product quality. Parts and Vida (2011) and (2013) found the effect of consumer cosmopolitanism on foreign product buying behaviour. Furthermore, based on the above study background, this study aims to analyse the following hypotheses: (1) consumer cosmopolitanism has an effect on perceived foreign product quality, (2) perceived foreign product quality has an effect on foreign product purchase intentions, and (3) consumer cosmo- politanism has an effect on foreign product purchase intentions. 2. Literature Review 2.1. Consumer Cosmopolitanism Levy et al. (2007, in Parts and Vida, 2011) applied the cosmopolitanism construct in international business and marketing research. The term itself was originally introduced by Merton (1957). The term refers to individuals who are oriented towards the outside world. Furthermore, according to Parts and Vida (2011) the construct is related with a preference for foreign products by Balabanis and Diamantopoulos (2008), Crawford and Lamb (1982) and Suh and Kwon (2002). Moreover, accor- ding to Caldwell et al. (2006), a cosmopolitan consumer orien- tation manifests when people regard the world to be their marketplace, consciously seeking to consume products, places, and experiences originating from cultures other than their own (Caldwell et al., 2006). 2.2. Perceived Foreign Product Quality According to Rawwas et al. (1996) cosmopolitanism can make consumers have a better perception of foreign products, including the quality of a foreign product (Parts and Vida 2013). According to Parts and Vida (2013), the influence of cosmo- politanism on the perceived product quality is rarely examined. A number of researchers proved that consumer ethnocentrism has an influence on product quality. For example, Acharya and QUALITY access to success Vol. 17, No. 155/December 2016 The Effect of Cosmopolitanism The Effect of Cosmopolitanism on Perceived Foreign Product on Perceived Foreign Product and Purchase Intentions: Indonesia Case and Purchase Intentions: Indonesia Case Edi PURWANTO * Abstract The purpose of this study is to analyse: (1) the effect of consumer cosmopolitanism on perceived foreign product quality, (2) the effect of perceived foreign product quality on foreign purchase intentions, and (3) the effect of consumer cosmopolitanism on foreign purchase intentions. The design of this research is quantitative. A total 175 School of Management students at a university in Jakarta were respondents for this research. The study’s result proves that the first hypothesis was supported. Consumer cosmopolitanism has a positive and significant impact on perceived foreign product quality. The study also proves that the second hypothesis was supported, i.e. perceived foreign product quality has a positive and significant impact on foreign purchase intentions. Furthermore, the third hypothesis was supported. Consumer cosmopolitanism has a positive and significant impact on foreign purchase intentions. Keywords: consumer cosmopolitanism, perceived product quality, purchase intentions. ——————— * Department of Management, Bunda Mulia University, Jakarta, Indonesia; Email: epurwanto@bundamulia.ac.id.