Perception, Awareness and Consumer Insight Towards Purchase Intention Tanjak and Tenun Lejo Products
- 10.2991/assehr.k.200813.005How to use a DOI?
- tenun lejo, tanjak, cunsomer
This study aims to determine consumer perceptions, awareness level and Consumer Insight on Purchase Intention (buying interest) of the community to Tanjak and Tenun Lejo. The method in this research is quantitative research by using survey and observational method to society residing in Riau Province. Data analysis using associative techniques using SPSS version 20 program applications. The research variables are consumer perception, awareness, Consumer Insight and Purchase Intention. Data collection was done by probability sampling with Purposive sampling to 200 respondents. From this research it is known that consumer perception, Consumer Insight and Purchase Intention level to tanjak product and tenun lejo are high but awareness level is medium. Perception partially affects Purchase Intention but Awareness and Consumer Insight have no effect on purchase intention, together perceptions, awareness, consumer insight affect purchase intention.
- © 2020, 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/).
Cite this article
TY - CONF AU - Muhammad Hamidi AU - Mujiono Mujiono PY - 2020 DA - 2020/08/13 TI - Perception, Awareness and Consumer Insight Towards Purchase Intention Tanjak and Tenun Lejo Products BT - Proceedings of the First International Conference on Applied Science and Technology (iCAST 2018) PB - Atlantis Press SP - 17 EP - 21 SN - 2352-5398 UR - https://doi.org/10.2991/assehr.k.200813.005 DO - 10.2991/assehr.k.200813.005 ID - Hamidi2020 ER -