Electronic Theses and Dissertation

Penelitian ini bertujuan untuk menganalisis pengaruh cultural affinity, product attributes, dan perceived sustainability value terhadap recommendation intention pada produk handicraft di kota banda aceh dengan attitude toward product sebagai variabel mediasi. metode penelitian yang digunakan adalah pendekatan kuantitatif. data diperoleh melalui penyebaran kuesioner kepada 150 responden konsumen produk handicraft di kota banda aceh dengan teknik non-probability sampling melalui metode purposive sampling. analisis data dilakukan menggunakan partial least square-structural equation model (pls-sem) dengan bantuan perangkat lunak smartpls 4. hasil penelitian menunjukkan bahwa product attributes dan perceived sustainability value berpengaruh positif dan signifikan terhadap attitude toward product, sedangkan cultural affinity tidak berpengaruh signifikan. selain itu, attitude toward product, cultural affinity, dan product attributes berpengaruh positif dan signifikan terhadap recommendation intention, sementara perceived sustainability value tidak berpengaruh signifikan. attitude toward product juga memediasi pengaruh product attributes dan perceived sustainability value terhadap recommendation intention, tetapi tidak memediasi pengaruh cultural affinity. kata kunci: cultural affinity, product attributes, perceived sustainability value, attitude toward product, recommendation intention

This study aims to analyze the influence of cultural affinity, product attributes, and perceived sustainability value on recommendation intention toward handicraft products in Banda Aceh, with attitude toward product as a mediating variable. The research employed a quantitative approach. Data were collected through questionnaires distributed to 150 handicraft consumers in Banda Aceh using a non- probability sampling technique with purposive sampling method. Data analysis was conducted using Partial Least Square-Structural Equation Model (PLS-SEM) with the assistance of SmartPLS 4 software. The results showed that Product Attributes and Perceived Sustainability Value had a positive and significant effect on Attitude Toward Product, whereas Cultural Affinity had no significant effect. Furthermore, Attitude Toward Product, Cultural Affinity, and Product Attributes had a positive and significant effect on Recommendation Intention, while Perceived Sustainability Value had no significant effect. In addition, Attitude Toward Product mediated the effects of Product Attributes and Perceived Sustainability Value on Recommendation Intention but did not mediate the effect of Cultural Affinity. Keyword: Cultural Affinity, product Attributes, Perceived Sustainability Value, Attitude Toward Product, Recommendation Intention