The Effect of Product Innovation, Product Quality And City Image on Purchase Decision of Uis Karo Woven Fabric

DOI

10.2991/ebic-17.2018.94How to use a DOI?

Keywords

tourism attraction; product innovation; product quality; city image; purchasing decision

Abstract

Uis Karo is Indonesian traditional woven cloth that comes from the Karo Region of North Sumatera. The purpose of this research is to determine and analyze the effect of product innovation, product quality and city image on buying decision of Uis Karo at Tourism Object of Berastagi of North Sumatera. Data collection in this research was conducted through a survey approach with quantitative descriptive research type by distributing questionnaires to 95 people. Data collection was done by interviews, questionnaires and documentation studies. The method of data analysis used is multiple linear regression using SPSS software. The results showed that simultaneously product innovation, product quality and the image of the city have positive and significant influence on the buying decision of Uis Karo. Partially each, product innovation, product quality and city image have a positive and significant effect on purchasing decision of Uis Karo.

Copyright

© 2018, 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  - Maretta Ginting
AU  - Hendri Sembiring
PY  - 2018/01
DA  - 2018/01
TI  - The Effect of Product Innovation, Product Quality And City Image on Purchase Decision of Uis Karo Woven Fabric
BT  - Proceedings of the 1st Economics and Business International Conference 2017 (EBIC 2017)
PB  - Atlantis Press
SP  - 593
EP  - 598
SN  - 2352-5428
UR  - https://doi.org/10.2991/ebic-17.2018.94
DO  - 10.2991/ebic-17.2018.94
ID  - Ginting2018/01
ER  -