The Influence Of Product Attributes On The Decision To Purchase Batik Fabric At The Andalan Batik House Pangkalan Kerinci

Abstract

This research analyzed how attributes influence the decision to purchase batik cloth at House Batik Andalan Pangkalan Kerinci. Indicators of product attributes include brand, design, color, price, and quality. This research uses quantitative methods with the consumer population of Batik Haouse Andalan Pangkalan Kerinci. The sampling technique was an accidental sampling of 100 respondents with data processing using SPSS. The research results show that the Product Attribute variable partially influences the purchasing of batik cloth at Batik House Andalan Pangkalan Kerinci. This means that product attributes influence purchasing decisions and other factors, such as customer knowledge about the brand, desire to seek variety and other variables. To increase purchasing decisions, companies must improve the brand image of batik cloth at Rumah Batik Andalan. If the brand image created is vital, then purchasing decisions will increase. The contribution of this research is helpful for the development of marketing science in terms of purchasing decisions.