ANALYSIS THE INFLUENCE OF PERCEIVED QUALITY, PERCEIVED PRICE AND PERCEIVED VALUE ON CONSUMER PURCHASE INTENTION IN TRADITIONAL FABRICS (CASE STUDY KAENG MANADO)

Abstract

This research aims to analyze the influence of perceived quality, perceived price and perceived value on consumer purchase intention in traditional fabrics called Kaeng Manado. 100 customers of Kaeng Manado were randomly surveyed as respondents. The data were analyze by used multiple linear regression and processing of data usud SPSS statistical program. The results showst perceived quality (X₁), perceived price (X₂) proved significantly influences on the consumer purchase intention (Y), while perceived value (X₃) has not significant influence on consumer purchase intention (Y). This means that needs to be improved further details of the motive to be more unique and exclusive and suggested to manufacturers in order to create an official website contains all the information about Kaeng Manado, so that consumers can know more about Kaeng Manado seen from the quality of price and values.