Antecedents of Batik Tanah Liek Consumer Purchase Intention

Abstract

This study aims to examine the influence of the segment of product innovation, such as product feature innovation, product packaging innovation, and product uniqueness innovation, and then competitiveness toward consumer purchase intention on Batik Tanah Liek product. The proposed model was tested among 100 potential customers of Batik Tanah Liek from Padang as respondens. The result from Multiple Regression Analysis reveal that product feature innovation, product packaging innovation, and product uniqueness innovation has unsignificant effect on consumer purchase intention. While, product competitiveness has positive and significant effect on purchase intention. Therefore, Batik Tanah Liek's marketers should consider aspects of product competitiveness in development of consumer consumer purchase intention.