Antecedents of Consumer Buying Intention on the Products of Hijab SMEs in Gresik

Abstract

Consumers are important factors that must be considered by business actors because they are one of the determinants of business sustainability. There are several causes to trigger customer buying intention, such as product types, trademarks, and prices. This study aims to determine the antecedent of consumer buying intentions of Hijab SMEs products from Gresik. This study uses a quantitative approach with explanatory research using correlation research design survey. The respondents were 75 consumers from 7 Hijab SMEs Gresik. The results indicate that factors related to the emergence of consumer buying intentions for Hijab SMEs products are raw material (fabric), stitches, designs, and price