THE INFLUENCE OF PRODUCTATTRIBUTES, BRAND IMAGE, AND PUBLICATIONS ON PRODUCT QUALITY OF LEATHER BAGS IN WELCOMING THE MEA IN INDONESIA (RESEARCH ON LEATHER SMES IN TANGGULANGIN, SIDOARJO, EAST JAVA)
Febrianti, R. Adjeng Mariana
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In this modern era, it seems impossible that there are still people who areunfamiliar with advanced technology. Smooth production could be disrupted without the presence of tools / machines. So far the leather SMEs assume that to create products with different designs gives good results. In fact superior products through produc attributes without involving a brand image as an identity will be difficult to publish . This, of course, affects the quality of the product. The research method uses descriptive, verificative through hypothesis testing, using SEM modeling. Thesample was limited to 200 SMEs around Sidoarjo. The result shows that the bags are manufactured by leather SMEs through the quality of the product is less known by customers outside of East Java. The Outlets do not have brands that can be distinguished from competitors or from other areas especially without publication. MEA's presence will have a positive impact on the quality of products rich in creativity, whereas the design of artificial leather bagsfrom Sidoarjo are still superior compared to other imported products.