THE INFLUENCE OF PRODUCT NOVELTY COMBINED WITH LOCAL WISDOM ON CONSUMER ATTITUDES AND PURCHASE INTENTIONS: SINGBURI PROVINCE
This research was aimed to study 1) to develop and examine a causal relationship model between novelty, attitude and purchase intention of products mixed with local wisdom. 2) Investigate the relationship between novelty, attitude, and purchase intention of products infused with local wisdom, including direct and indirect effects as well as the overall influence. And 3) to create a tool for measuring product conformity, contaminated with local wisdom, that displays the relevant components and indicators. The researcher collects data from consumers of products mixed with local wisdom in Singburi Province using a survey and descriptive research method. The original sample of 400 people was reduced to 385 for the actual analysis. Personal factors such as gender, age, education level, status, and average monthly income have been divided.
The path analysis hypothesis testing results, both direct effect, indirect effect, and total effect, revealed that novelty variables had a direct influence on attitudes. It was found that the consumer's level of novelty had a direct positive influence on the consumer's attitude toward local wisdom products. The hypothesis was accepted at the statistical significance level of 0.05, with a p-value of 0.001 and a factor weight of 0.812. This explains why, the higher a product's level of novelty, the higher the level of consumer attitude. The level of novelty among consumers had a direct positive influence on their purchasing intentions for local wisdom-added products. According to the test results, the hypothesis that was rejected at the statistical significance level of 0.05 had a p-value of 0.946 and a factor weight of -0.008, which was inconsistent with the reviewed literature. And the level of positive attitude of consumers had a direct positive influence on the level of purchase intention of consumers toward products mixed with local wisdom. The hypothesis was rejected at the statistical significance level of 0.05 with a p-value of 0.001, indicating that the higher the level of consumer attitudes toward a product, the higher the demand for it. As a result, the community's marketing strategy should focus on increasing the level of liking and positive attitude toward cracker products in the community.