Pengaruh Kualitas Produk, Sikap Utilitarian dan Harga Terhadap Niat Beli Produk Hasil Laut Kemasan Merek Hato Di Tuban
Daftar Isi:
- The purpose of this study is to examine the effect of Product Quality, Utilitarian Attitudes, and Prices, on Purchase Intention of Hato’s packed sea products in Tuban. This study used primary data collected from respondents who were females of 30-60 years old and who hadnot consumed his products yet. The respondent were approached through WhatsApp Group (WAG) communities who were given the link to the online questionnaire set in google form which in the last provided 100 data. The technique for analyzing data was Partial Least Square Structural Equation Modeling (PLS-SEM) using the WarpPLS 6.0 statistical application. The results of this study explain that: 1) Product quality has a significant positive effect on Purchase Intention. 2) Utilitarian attitude significantly and positively affects on Purchase Intention. 3) Price has a significantly positive effect on Purchase Intention. The implication of this reseach result is that to convince the customers online to have purchase intention, companies must explain in detail with an excellent view and ifnormation of the quality of the product and its benefits as well as clear pricing information.