Influence of Fashion Involvement, Attitude, and Price, Toward Purchase Intention of Ethnic Weaving

Abstract

Ethnic weaving from Indonesia is one of the ethnic fabrics that have very high cultural value. Indeed, ikat weaving is not as popular as batik, but the beauty and cultural philosophy contained in the ikat weaving is not inferior to batik. The weaving industry in Indonesia has long been developed and became a unique characteristic. Ikat weaving has developed in each tribe in Indonesia from generation to generation as an activity to preserve traditional arts. The purpose of this research is to identify and examine the influences of fashion involvement, attitude toward purchasing behavior, price, toward purchase intention of ikat weaving. The type of research is quantitative and the data collection method used is a questionnaire survey. In this study, data were collected from 125 respondents who are people with an interest in ikat weaving. This study uses PLS-SEM to test the data. This research proved that both attitude toward purchasing behavior and price have positive influences on purchase intention of ikat weaving. Fashion Involvement has a positive influence on attitude toward purchasing behavior. Lastly, attitude toward purchasing behavior has a mediating influence on the relationship between fashion involvement and purchase intention of ikat weaving.