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