Paper Title :Embroidery Product and Knowledge Analysis Based on Consumers' Decision for Empowering SME’S in West Sumatera

Author :Dahliana Kamener, Tyara Dwi Putri, Wiry Utami

Article Citation :Dahliana Kamener ,Tyara Dwi Putri ,Wiry Utami , (2017 ) " Embroidery Product and Knowledge Analysis Based on Consumers' Decision for Empowering SME’S in West Sumatera " , International Journal of Management and Applied Science (IJMAS) , pp. 58-63, Volume-3,Issue-9

Abstract : The study aims to analyze the effect of Embroidery product attribute and knowledge on consumers decision to buy products Embroidery in West Sumatera. The technique of taking samples is by using technical accendental sampling. Data was taken as primary data by spreading questionnaires and was measured by using Likert scale method. Methods of analysis used descriptive analysis and data was processed by using SEM SmartPLS tools . The results showed that the product attributes and knowledge, including quality, design features, color, brand, prestige, and the value is the paramount in consideration in buying embroidery products applique. So it can be concluded that the product attributes and knowledge of consumers have positive significant influence on consumer’s purchase decisions making on Embroidery products in West Sumatera. Keywords- Embroidery Product , Product Knowledge, Purchase Decision Making and Empowering Small Medium Entreprise (SMEs).

Type : Research paper

Published : Volume-3,Issue-9

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