PENGARUH ATRIBUT PRODUK BATIK TERHADAP KEPUTUSAN KONSUMEN MEMBELI PRODUK BATIK
DOI:
https://doi.org/10.31941/jebi.v9i01.169Abstract
Batik product is an original product of Indonesia which is unique, attractive, and highly civilized. Therefore,
research on the decision to buy a product made of batik is very interesting. The purpose of this study was to
examine the effect of product attributes that includes batik price, product quality and product style or motive of
batik product purchasing decisions on the Pekalongan City.
The data used are primary data collected through survey method using questionnaire and tested for validity and
reliability. The sample was obtained using a convenience sampling method and then analyzed using multiple
regression techniques to test the hypothesis.
The results of this study indicate there is significant influence variable pricing, product quality, and style or
motive to the decision to purchase products either partially or simultaneously, so that hypotheses 1, 2, 3 and 4
are supported by the results of this study. While the decision to buy the product of batik can be explained by 4
variables batik attribute is 95%.
Keywords: batik product, batik price, batik quality, product purchasing decisions
Downloads
Issue
Section
License
Authors who publish with JEBI: Jurnal Ekonomi dan Bisnis agree to the following terms:
- Authors retain copyright and grant the JEBI: Jurnal Ekonomi dan Bisnis right of first publication with the work simultaneously licensed under Creative Commons Attribution License (CC BY 4.0) that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors can enter into separate, additional contractual arrangements for the non-exclusive distribution of the published version of the work (e.g., post it to an institutional repository or edit it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) before and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
