Fashion heritage future: Factors influencing Indonesian millenials and generation Z’s interest in using traditional fabrics

Abstract

One manifestation of efforts to preserve culture and practice is the traditional fabrics. In Indonesia, the textile industry for conventional fabrics and garments is quite productive and varies in entire archipelagos. Meanwhile, Indonesian people, especially Generation Y and Z, think that traditional Indonesian fabrics only need to be worn for special occasions. It is necessary to increase their level of interest and accordingly analyze the influence factors, so that the policymaker can create a strategy to increase the level of interest in using and purchasing Indonesian traditional fabrics. This study aims to formulate plans to optimize the level of use and consumption of Indonesian traditional fabrics by Indonesian people in their daily lives, especially by Gen Y and Z, by developing a conceptual model using instruments from the theory of planned behaviour (TPB) and partial least squares (PLS) are used to analyze both models. Furthermore, the Ansoff matrix method is used for strategy formulation and development, and the analytical hierarchy process method is used for strategy validation and selection. Based on the analysis of the model of Gen Y, six hypotheses were accepted and two hypotheses were rejected. Meanwhile, in the study of the model of Gen Z, five hypotheses were accepted and three hypotheses were rejected. Based on the formulation and development of strategies using Ansoff matrix, six strategic recommendations for each model are proposed, and then three strategies for each model are selected as priorities or main focus based on the data processing results using the analytical hierarchy process.