The Role of Quality, Promotion, and Product Uniqueness in the Decision-Making to Purchase Batik Gayatri

Benedicta Evienia Prabawanti; Yussi Ramawati

doi:10.55047/transekonomika.v5i1.837

Benedicta Evienia Prabawanti* Faculty of Economics and Business, Universitas Katolik Indonesia Atma Jaya, Indonesia
Yussi Ramawati Faculty of Economics and Business, Universitas Katolik Indonesia Atma Jaya, Indonesia

DOI: https://doi.org/10.55047/transekonomika.v5i1.837

Keywords: Quality, Promotion, Purchasing Decision, Innovation, Uniqueness

Abstract

Batik is a valued cultural heritage of Indonesia, loved by both domestic and foreign tourists. The batik industry is growing, leading to tough competition. Producers need to enhance quality, promotion, and appeal to attract customers. New players are entering the market, so Batik Gayatri must innovate to stay successful in the fashion industry. This research aims to determine the influence of product quality, promotion, and uniqueness on Batik Gayatri's purchasing decisions. Product quality is one of the factors that shows durability, reliability, and other valuable attributes of a product. Promotion is a marketing tool that every business actor must have. Promotion can be done in various ways, including using social media and digital technology to carry out promotions. The product's unique features need to be consistently emphasized to both current and potential customers. The uniqueness of the product gives an idea of the various innovations made by Batik Gayatri in the fashion sector. This research uses quantitative methods, which are analyzed using SEM-PLS to determine the influence of quality, promotion, and product uniqueness on purchasing decisions for Batik Gayatri. Research respondents are consumers who buy and use Batik Gayatri products. Data and information collection for research purposes was carried out through interviews and distributing questionnaires. The research results show that only product uniqueness significantly affects purchasing decisions, while product quality and promotion do not directly influence purchasing decisions. Apart from that, the uniqueness of the product and quality through product promotion is also insignificant in consumer purchasing decisions.

Downloads

Download data is not yet available.

References

Amara, N., Landry, R., & Traoré, N. (2008). Managing the protection of innovations in knowledge-intensive business services. Research Policy, 37(9), 1530–1547.

Ardhi, Y., & Purnama, H. (2020). The Art and Heritage of Batik: A Cultural Legacy of Indonesia. Journal of Southeast Asian Cultural Studies.

Carpenter, G. S., & Nakamoto, K. (1989). Consumer preference formation and pioneering advantage. Journal of Marketing Research, 26(3), 285–298.

Dhewanto, W., Ulfah, W. N., & Rahmawati, S. (2015). Manajemen Inovasi untuk Usaha kecil dan mikro.

Juanim, J., Revoliady, F., & Baihaqi, M. I. (2023). Product Innovation, Lifestyle, Brand Reputation on Purchase Decision and Its Implications to Consumer Satisfaction. International Journal of Business Economics (IJBE), 4(2), 155–171.

Keller, K. L. (2013). Building strong brands in a modern marketing communications environment. In The evolution of integrated marketing communications (pp. 65–81). Routledge.

Kotler, P., & Keller, K. L. (2016). Marketing management 14th ed. Pearson.

Lestari, W. (2019). Batik is a Symbol of Indonesian Identity. Journal of Business and Economics.

Nenkov, G. Y., Morrin, M., Ward, A., Schwartz, B., & Hulland, J. (2008). A short form of the Maximization Scale: Factor structure, reliability and validity studies. Judgment and Decision Making, 3(5), 371–388.

Nurhayati, T. (2021). Competitive Strategies in the Indonesian Batik Industry. Journal of Business and Economics.

Porter, M. E. (2008). Competitive advantage: Creating and sustaining superior performance. simon and schuster.

Putri, C. F., & Sahbana, M. A. (2021). The Influence of Production Factors on Productivity in Batik SME’s in Malang Raya. Journal of Physics: Conference Series, 1908(1), 12027.

Setiawan, D. R., Prapanca, Y., & Nurminingsih. (2023). Pengaruh Faktor Bauran Pemasaran terhadap Minat untuk Menjalani Operasi pada Pasien Nyeri Tulang Belakang di RS Indrajana pada Tahun 2023. Transekonomika: Akuntansi, Bisnis Dan Keuangan, 3(4). https://doi.org/10.55047/transekonomika.v3i4.485

Suharto, B., Wirosoedarmo, R., & Sulanda, R. H. (2018). Pengolahan limbah batik tulis dengan fitoremediasi menggunakan tanaman eceng gondok (Eichornia Crassipes). Jurnal Sumberdaya Alam Dan Lingkungan, 3(1), 14–19.

Wijaya, A. (2020). Digital Marketing for Batik Products: Strategies and Outcomes. Journal of Digital Marketing and Commerce.

Yu, A. (2024). Influence Of Product Packaging On Consumer Purchases. European Journal of Economics and Management Sciences, 1, 35–42.