Research Article
Purchase Intention on Embroidery Business: Why Perceived Packaging Doesn’t Matter?
@INPROCEEDINGS{10.4108/eai.1-10-2020.2304911, author={Ratni Prima Lita and Meuthia Meuthia and Devi Yulia Rahmi and Debi Syhtia Dewi}, title={Purchase Intention on Embroidery Business: Why Perceived Packaging Doesn’t Matter?}, proceedings={Proceedings of the First International Conference of Economics, Business \& Entrepreneurship, ICEBE 2020, 1st October 2020, Tangerang, Indonesia}, publisher={EAI}, proceedings_a={ICEBE}, year={2021}, month={4}, keywords={perceived packaging brand image wom purchase intention}, doi={10.4108/eai.1-10-2020.2304911} }- Ratni Prima Lita
Meuthia Meuthia
Devi Yulia Rahmi
Debi Syhtia Dewi
Year: 2021
Purchase Intention on Embroidery Business: Why Perceived Packaging Doesn’t Matter?
ICEBE
EAI
DOI: 10.4108/eai.1-10-2020.2304911
Abstract
The research aimed to analyze the effect of perceived packaging on purchase intention, the effect of brand image on purchase intention, and the effect of WOM on purchase intention and brand image at Enni Design, an embroidery business in West Sumatera Indonesia. A quantitative approach and convenience sampling method were used. Meanwhile, the data analysis used a PLS-SEM. Our findings inclined that there was a positive and significant effect of brand image on purchase intention. Also, there was a positive and significant relationship between WOM and brand image and purchase intention. However, perceived packaging was proven to insignificantly affect purchase intention. Therefore, we suggest that Enni Design should give more concerns to and optimize its brand image, perceived packaging, and WOM to elevate consumers’ or potential consumers’ purchase intention.
