Title: Perception, Awareness and Consumer Insight Towards Purchase Intention Tanjak and Tenun Lejo Products
Abstract:This study aims to determine consumer perceptions, awareness level and Consumer Insight on Purchase Intention (buying interest) of the community to Tanjak and Tenun Lejo.The method in this research is...This study aims to determine consumer perceptions, awareness level and Consumer Insight on Purchase Intention (buying interest) of the community to Tanjak and Tenun Lejo.The method in this research is quantitative research by using survey and observational method to society residing in Riau Province.Data analysis using associative techniques using SPSS version 20 program applications.The research variables are consumer perception, awareness, Consumer Insight and Purchase Intention.Data collection was done by probability sampling with Purposive sampling to 200 respondents.From this research it is known that consumer perception, Consumer Insight and Purchase Intention level to tanjak product and tenun lejo are high but awareness level is medium.Perception partially affects Purchase Intention but Awareness and Consumer Insight have no effect on purchase intention, together perceptions, awareness, consumer insight affect purchase intention.Read More