Predictors of the Purchase Decision Between Country Brand and Foreign Brand. Experience in Peru

This study seeks to analyse the comparative effects of the brand and the influence of the social environment on purchasing decision factors, considering the perception of origin as a moderating variable between national and foreign brands. The research was conducted in Arequipa, Peru, through an online survey of 221 respondents, employing a quantitative, non-experimental, cross-sectional design. Variables were measured with Likert-type scales and validated through exploratory and confirmatory factor analysis, and the data were processed using structural equation modelling (SEM). The results reveal that IBPD directly and positively affects purchase decision factors (PDF), while ISE acts as a negative mediator, configuring a suppressor mediation. This indicates that, although the impact of the brand improves consumer willingness to purchase, this effect can be neutralised or even reversed when social environment pressure is considered. In conclusion, the research reveals a tension between individual brand perceptions and social influence, which is key to understanding how Peruvian consumers choose between domestic and foreign brands. These findings offer relevant implications for the design of differentiated marketing strategies based on brand origin.