Analysis of product personality and purchase intention of society to Indonesia original products. Case study: Batik

Amalia Suzianti, Sofrida Rosita Hanum, Rheinanda Kaniaswari

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

Abstract

Batik, as one of Indonesia's original product, is currently experiencing rapid growth in the fashion industry. This can be seen from the emergence of various kinds of fashion products made from batik cloth. In this study, the types of batik cloth will be divided according to the manufacturing process which are stamped batik, hand-drawn batik, and painted batik. This selection aims to provide a more detail description for the concept of product personality for each batik cloth. Product personality is a set of personality traits used by people to describe a product to distinguish it from other products. Based on the results of data processing, these three types of batik cloth turned out to bring different personality values. Stamped batik with its simplicity, hand-drawn batik with modesty, and painted batik with optimistic value. This study also wanted to see the relationship between product personality and purchase intention to prove whether this concept will affect the level of batik sales. The result proved that the value of product personality affects the purchase intention of a person against stamped batik and hand-drawn batik. As for painted batik, product personality has no direct effect. In addition, product personality also affects subjective norms (opinions of people around the prospective buyer) directly in bringing the purchase intention to the types of batik.

Original languageEnglish
Title of host publicationICIBE 2018 - 2018 4th International Conference on Industrial and Business Engineering
PublisherAssociation for Computing Machinery
Pages131-137
Number of pages7
ISBN (Electronic)9781450365574
DOIs
Publication statusPublished - 24 Oct 2018
Event4th International Conference on Industrial and Business Engineering, ICIBE 2018 - Macau, Macao
Duration: 24 Oct 201826 Oct 2018

Publication series

NameACM International Conference Proceeding Series

Conference

Conference4th International Conference on Industrial and Business Engineering, ICIBE 2018
Country/TerritoryMacao
CityMacau
Period24/10/1826/10/18

Keywords

  • Batik
  • Product personality
  • Purchase intention

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