The Impact of Product Attributes, Personality, and Word of Mouth on Purchase Intention Product of Gift of Typical Food of West Sumatera

Abstract

This study aims to analyze the effect of product attributes, personality and word of mouth on the purchase intention of from West Sumatra’s gift typical food product. The population in this study are tourists who have the intention to buy gift typical food from West Sumatra. While the sample in this study was determined by purposive sampling method with the method of Hair calculation, so that for sample of 350 respondents was obtained. Data type used in this research is primary data. This study uses the Structural Equation Modeling (SEM) analysis method. The results of this study indicate that (1) product attributes have a significant and positive impact on purchase intention, (2) personality has a positive and significant effect on purchase intention, and (3) word of mouth has a positive and significant effect on purchase intention