Antecedents of Batik Tanah Liek Consumer Purchase Intention

DOI

10.2991/piceeba2-18.2019.19How to use a DOI?

Keywords

Batik tanah liek, Puchase intention, Product innovation, Product Competitiveness

Abstract

This study aims to examine the influence of the segment of product innovation, such as product feature innovation, product packaging innovation, and product uniqueness innovation, and then competitiveness toward consumer purchase intention on Batik Tanah Liek product. The proposed model was tested among 100 potential customers of Batik Tanah Liek from Padang as respondens. The result from Multiple Regression Analysis reveal that product feature innovation, product packaging innovation, and product uniqueness innovation has unsignificant effect on consumer purchase intention. While, product competitiveness has positive and significant effect on purchase intention. Therefore, Batik Tanah Liek’s marketers should consider aspects of product competitiveness in development of consumer consumer purchase intention.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Astra Prima Budiarti
AU  - Yunita Engriani
AU  - Yasri Yasri
PY  - 2019/04
DA  - 2019/04
TI  - Antecedents of Batik Tanah Liek Consumer Purchase Intention
BT  - Proceedings of the 2nd Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-2 2018)
PB  - Atlantis Press
SP  - 138
EP  - 144
SN  - 2352-5428
UR  - https://doi.org/10.2991/piceeba2-18.2019.19
DO  - 10.2991/piceeba2-18.2019.19
ID  - Budiarti2019/04
ER  -