DETERMINAN MINAT PEMBELIAN KEBAYA WISUDA: PERAN PERSEPSI KUALITAS, PERSEPSI HARGA DAN INOVASI PRODUK PADA MAHASISWA GENERASI Z

Abstract

This study aims to analyze the influence of quality perception, price perception, and product innovation on the purchase intention of graduation kebaya among students at Universitas Teknologi Sumbawa. Employing a quantitative approach with survey method, the study involved 100 female students in their 7th semester completing their final thesis. Data were collected through questionnaires and analyzed using Partial Least Square-Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. Results indicate that quality perception (β=0.313; p<0.05), price perception (β=0.404; p<0.05), and product innovation (β=0.370; p<0.05) have positive and significant effects on purchase intention. Price perception has the strongest influence, followed by product innovation and quality perception. These three variables explain 41.8% of the variance in purchase intention (R²=0.418). The study recommends business owners optimize competitive pricing strategies, enhance product quality, and develop innovations aligned with Generation Z students' preferences to increase competitiveness.