PERAN INOVASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN DENGAN VARIABEL MEDIASI ICONIC ETHNICAL PRODUCT PADA PENGRAJIN BATIK PAMEKASAN

Pratama, Moh. Ilham huzein (2026) PERAN INOVASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN DENGAN VARIABEL MEDIASI ICONIC ETHNICAL PRODUCT PADA PENGRAJIN BATIK PAMEKASAN. Masters thesis, Upn veteran jawa timur.

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Abstract

This study aims to analyze the impact of product innovation on purchasing decisions, with the "iconic ethnic product" attribute serving as a mediating factor among consumers of Pamekasan batik. The study is motivated by declining batik sales due to intensifying competition, highlighting the need for product innovation that preserves local cultural identity as a source of competitive advantage. A quantitative approach was employed, utilizing a survey method targeting Pamekasan batik consumers. Data were collected via questionnaires and analyzed using Structural Equation Modeling (SEM) to examine both direct and indirect relationships between variables. The results indicate that product innovation has a positive and significant effect on both the "iconic ethnic product" attribute and purchasing decisions. The "iconic ethnic product" attribute also positively and significantly influences purchasing decisions and is shown to mediate the effect of product innovation on purchasing decisions. These findings demonstrate that developing innovations while retaining distinctive ethnic characteristics can enhance product appeal and drive consumer purchasing decisions for Pamekasan batik MSMEs. Keyword: Product Innovation, Purchase Decision, Iconic Ethnic Product, Batik MSMEs, Pamekasan.

Item Type:

Thesis (Masters)

Contributors:

Contribution	Contributors	NIDN/NIDK	Email
Thesis advisor	Handayani, Wiwik	NIP196901132021212003	wiwik.em@upnjatim.ac.id
Thesis advisor	Purwanto, Sugeng	NIP196801081989031001	sugengpurwanto.mnj@upnjatim.ac.id

Subjects:

H Social Sciences > HC Economics

Divisions:

Faculty of Economic and Business > Magister Management

Depositing User:

MOH. ILHAM HUZEIN PRATAMA

Date Deposited:

13 Jul 2026 06:41

Last Modified:

13 Jul 2026 07:19

URI:

https://repository.upnjatim.ac.id/id/eprint/55231