Abstract
The aims of this study are to determine and analyze the relationship product innovation, brand image , perceived value and purchase intention in the craft of weaving in the district of Kubang . This study uses a purposive sampling technique with 145 respondents of weaving crafts. The criteria of the sample are consumers (individuals) who know the products weaving. The d ata analysis uses Partial Least Square-SEM with software Smart PLS. The result of this study shows that : 1) brand image has a significant effect on the perceived value, 2) product innovation has a significant effect on the brand image, 3) perceived value has a significant effect on the purchase intention, and 4) brand image and product innovation are not able to provide a significant effect on purchase intention. https://doi.org/10.26905/jmdk.v7i2.3290
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