The Role of Product Differentiation and Word of Mouth on Purchase Decision of Creative Industrial Products

DOI

10.2991/assehr.k.220202.014How to use a DOI?

Keywords

creative industry; craft; word of mouth; product differentiation; purchase decision; waste bank

Abstract

This study aims to analyse the effect of word of mouth and product differentiation on purchasing decisions for creative industry handicraft products at the waste bank in Semarang City. The research population is a waste bank in Semarang City that produces and sells handicraft products. The sampling technique used purposive sampling, obtained as many as 33 respondents. This study used multiple linear regression analysis with SPSS tools. The results showed that word of mouth and product differentiation had a positive and significant effect on purchasing decisions for creative industry handicraft products. Local governments and the public are expected to pay more attention to and help promote and develop creative industries produced by waste banks.

Copyright

© 2022 The Authors. Published by Atlantis Press SARL.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Hikmah Hikmah
AU  - Andalan Tri Ratnawati
AU  - Susetyo Darmanto
PY  - 2022
DA  - 2022/02/11
TI  - The Role of Product Differentiation and Word of Mouth on Purchase Decision of Creative Industrial Products
BT  - Proceedings of the 5th FIRST T3 2021 International Conference (FIRST-T3 2021)
PB  - Atlantis Press
SP  - 86
EP  - 90
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220202.014
DO  - 10.2991/assehr.k.220202.014
ID  - Hikmah2022
ER  -