Open AccessPENGARUH PERSEPSI GENERASI LANGGAS TENTANG KUALITAS DAN INOVASI BATIK TERHADAP KEPUTUSAN PEMBELIAN DI ERA DIGITAL
Author(s) -
Tisia Priskila
Publication year - 2018
Publication title -
journal of business and applied management
Language(s) - English
Resource type - Journals
eISSN - 2621-2757
pISSN - 1979-9543
DOI - 10.30813/jbam.v11i1.1071
Subject(s) - moderation , purchasing , product (mathematics) , business , quality (philosophy) , marketing , competition (biology) , advertising , perception , business administration , psychology , social psychology , ecology , philosophy , geometry , mathematics , epistemology , neuroscience , biology
Indonesia is experiencing serious problems in the era of globalization. Since the era of free trade, many imported products have flooded the national marketplace. Lack of domestic products‟ competition on its own country make business actors in Indonesia must understand about purchasing decision of millennial generations that will become the next generations of the nation. Their purchasing decision depends on the product quality perception and they want products that suit with their style. Millennial generations outreach through social media marketing is believed to be necessary to influence their purchasing decisions. The research objectives are to know the effect of the perception of modern Batik product quality and product innovation on purchasing decisions with social media marketing as a moderator variable. The analysis method used is Partial Least Square (PLS) with sample of 100 respondents. The research results show that the millennial generations‟ purchasing decisions are affected by their perception of product quality and innovation. The perception of product quality and purchasing decisions are weakened by social media marketing. The perception of product innovation and purchasing decisions are not affected by social media marketing as moderator variable. Keywords: perception, quality, innovation, marketing, purchasing decision