Perception, Awareness and Consumer Insight Towards Purchase Intention Tanjak and Tenun Lejo Products

DOI

10.2991/assehr.k.200813.005How to use a DOI?

Keywords

tenun lejo, tanjak, cunsomer

Abstract

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.

Copyright

© 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/).

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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  -