DESAIN BATIK, BRAND IMAGE, DAN BUDAYA KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN PADA ETHNIC BATIK DAN CRAFT KLATEN JAWA TENGAH

Yesi Ade Pratiwi, Ida Aryati, Burhanudin Ahmad Yani

Abstract


The purpose analyze the effect of either simultaneously and partal batik designs, brand image, and consumer culture on purchasing decisions on Ethnic batik and Craft in Klaten, Central Java. The type of descriptive is quantitative. Population is Ethnic batik consumers and Craft Klaten who make transactions. The sample is 100 consumers. Data obtained from questionnaires with accidental sampling sampling techniques. F test results prove that batik design, brand image, and consumer culture simultaneously influence purchasing decisions on Ethnic Batik and Craft Klaten in Central Java, where the value of Fcount = 27,027> Ftable = 2.70 with a significance value of 0.000 <0.05. The results of the t test prove positive and significant batik design effect on Ethnic batik and Craft Klaten with tcount = 2.703> 1.985 significant value 0.008 <0.05. Brand image have a positive and significantly effect influential decisions on Ethnic batik and Craft Klaten with tcount = 2.714> 1.985 and significant 0.008 <0.05. Consumer culture have a positive and significantly influential decisions on Ethnic batik and Craft Klaten with tcount = 2.814> 1.985 and significant 0.006 <0.05.

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DOI: http://dx.doi.org/10.29040/jie.v4i01.817

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