Yasri, Erni Masdupi, Muthia Roza Linda, Rahmiati, Erly Mulyani
The purpose of this study was to analyze purchase intention through competitive advantage with innovation and customer value as the causes. The population of this study was consumers of MSME's-produced cake products in West Sumatera, Indonesia. The sample size consisted of 160 people. The sample was drawn by cluster random sampling. The data were collected by means of questionnaire of which validity and reliability had been tested. The data were analyzed using PLS Smart 3.0. The results of this study showed that cake innovation and customer value had a significant effect on competitive advantage of cake. Innovation did not directly affect consumers' desire to buy jicama cake. However, cake innovation had an indirect influence on the desire to buy cake. Meanwhile, customer value and competitive advantage had a significant influence on the desire to buy cake. Customer value also had an indirect influence on consumers' desire to buy cake in Indonesia. © 2019 Association for Computing Machinery.
Universitas Negeri Padang Prof., DR. Hamka Stret, Padang, West Sumatra, Indonesia
