ANALYSIS OF THE FACTORS CONSIDERED BY THE CONSUMERS IN PURCHASING DECISION OF “BATIK SEMAR” IN SURABAYA

Pohanda, Denny Ignatius (2016) ANALYSIS OF THE FACTORS CONSIDERED BY THE CONSUMERS IN PURCHASING DECISION OF “BATIK SEMAR” IN SURABAYA. Skripsi thesis, Universitas Widya Kartika.

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Abstract

Clothes are an everyday objects that we wear daily, in Indonesia we know batik as our traditional clothing and part of culture. In this study, the object that being researched is Batik Semar. As one of the oldest batik brand that still stands until now, Batik Semar are struggling to maintain its market share in the batik industry. In this study the researchers used factor analysis method, using a sample of 100 respondents, and using a questionnaire instrument. The results of this study is the presence a new of six factors that is be considered in purchasing decisions of Batik Semar in Surabaya, that is Service, Innovation, Flexibility, Psychology, Product, Brand. Researchers gave some suggestions relating to 6 of these factors, one of them in the Innovation factor. In aspect of innovation, Batik Semar should be giving more interesting innovation, for example they can bring new model, new motives, or they can bring innovation in how they sell, or how they advertise so that Batik Semar is worthy of consideration in the purchase decision.

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