Purchase Intention on Embroidery Business: Why Perceived Packaging Doesn’t Matter?

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.