The research aims to investigates the determinant factors affecting the purchase intention of Indonesian consumers towards products from local skincare brands using the Theory of Planned Behavior (TPB) and Ethnocentrism. It may help understand further the effect of ethnocentrism, a strong individual’s view on the superiority of domestic or local products, on consumer attitude. The data were collected through online questionnaire and responded by 304 subjects from Indonesia that are users of Indonesian local skincare brands. Data obtained from the survey were analyzed using PLS-SEM technique. All four tested hypotheses were accepted. The findings indicated that ethnocentrism has significantly influence attitude, moreover the results regarding the significant effect of attitude, subjective norms, and perceived behavioral control on consumers’ purchase intention support the previous literatures. This present study contributes to both theoretical and managerial implication regarding Indonesian local skincare brands.

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