刺绣业务的购买意向:为什么感知包装不重要?

R. Lita, Meuthia Meuthia, D. Rahmi, D. Dewi
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引用次数: 0

摘要

. 本研究旨在分析感知包装对购买意愿的影响,品牌形象对购买意愿的影响,以及口碑对购买意愿和品牌形象的影响。研究对象为印度尼西亚西苏门答腊的Enni Design刺绣企业。采用定量方法和方便抽样方法。同时,采用PLS-SEM进行数据分析。我们的研究结果倾向于品牌形象对购买意愿有显著的正向影响。口碑与品牌形象、购买意愿之间存在显著正相关。然而,感知包装被证明对购买意愿的影响不显著。因此,我们建议恩尼设计在品牌形象、感知包装、口碑等方面给予更多的关注和优化,提升消费者或潜在消费者的购买意愿。
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Purchase Intention on Embroidery Business: Why Perceived Packaging Doesn’t Matter?
. 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.
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