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PENGARUH INOVASI PRODUK, PERCEIVED QUALITY, CITRA MEREK DAN INTENSI MEMBELI PRODUK KERAJINAN ENNI DESIGN BORDIR DI BUKITTINGGI

Mona Suyetno(1), Muhammad Nazif(2),


(1) 
(2) Institut Teknologi dan Bisnis H. Agus Salim Bukittinggi
Corresponding Author

Abstract


The purpose of this research is to know the effect of Product Innovation, Perceived Quality, Brand Image and Intention of Buying Enni Design Embroidery Craft Products in Bukittinggi. The object of research is the Customer of Enni Design Embroidery Product Crafts in Bukittinggi. The population in this study Customers of Enni Design Embroidery Craft Products in Bukittinggi with a sample of 95 respondents using the Hair, Black, Babin and Anderson (2010) methods. This research method is quantitative by using a questionnaire and then processed using SmartPLS. From the results of research conducted known product innovation, has a positive and significant effect on brand image, Brand Image has a positive and significant effect on Perceived Quality, Brand Image has a positive and significant effect on the intention to buy Products and Perceived Quality has a positive influence and significant to the intention to buy the product.
Keywords: brand image and intention, perceived quality, product innovation

 

Tujuan dilakukan penelitian ini adalah untuk mengetahui Pengaruh Inovasi Produk, Perceived Quality,  Citra Merek Dan Intensi Membeli Produk Kerajinan Enni Design Bordir Di Bukittinggi. Yang menjadi objek penelitian adalah Pelanggan Produk Kerajinan Enni Design Bordir Di Bukittinggi. Populasi dalam penelitian ini Pelanggan Produk Kerajinan Enni Design Bordir Di Bukittinggi dengan sampel 95 responden dengan metode Hair,  Black,  Babin  dan  Anderson  (2010). Metode penelitian ini adalah kuantitaif dengan menggunakan kuisioner kemudian diolah dengan menggunakan SmartPLS. Dari Hasil penelitian yang dilakukan diketahui inovasi produk , mempunyai pengaruh berpengaruh positif dan signifikan terhadap citra merek,  Citra Merek  mempunyai pengaruh berpengaruh positif dan signifikan terhadap Perceived Quality, Citra Merek  mempunyai pengaruh berpengaruh positif dan signifikan terhadap intensi membeli Produk dan Perceived Quality mempunyai pengaruh berpengaruh positif dan signifikan terhadap intensi membeli Produk.

 Kata Kunci : Inovasi Produk, Perceived Quality,  Citra Merek Dan Intensi


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DOI: 10.47896/mb.v3i1.506

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