The Influence of Factors Affecting the Decision to Buy Handmade Products of Tourists in Kanchanaburi Province
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Abstract
The objectives of this research article were to study 1) the level of factors entrepreneur capabilities, soft power, product manufacturing innovation, and decision to buy and 2) soft power and product manufacturing innovation as an intermediate variable that connects the entrepreneur capability to decision to buy. The tool used in this research was a questionnaire to collect data from 500 people who bought handmade products in Kanchanaburi province. By nonprobability sampling and accidental sampling. The statistics used in the research were frequency, percentage, mean, standard deviation, coefficient of variation, and structural equation model (SEM).
The results of the research showed that: 1) the level factors of entrepreneur capabilities, soft power, product manufacturing innovation, and decision to buy were at a high level with an average of 3.84, 3.80, 3.64, and 3.83 respectively, and a standard deviation of .695, .755, .743, and .793 respectively; and 2) soft power and product manufacturing innovation as an intermediate variable that connects entrepreneur capabilities to decision to buy, having the Goodness of Fit Index of X2/df=1.236, RMR=.033, RMSEA=.022, and the indirect influence curve of entrepreneurial ability variables through soft power on decision to buy in the range of.059-.253. And entrepreneurs' ability, through the influence of product manufacturing innovation to decide to buy in the range of .417–.583 is considered uncovered of 0. This means that tourists in Kanchanaburi province will decide to buy handmade products from soft power and product manufacturing innovation is statistically significant at the .001 level.
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References
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