Knowledge on Batik and Lifestyle on Purchase Decisions with Satisfaction as Intervening (Case Study of Batik SME’S in Jambi City)

R Adjeng Mariana Febrianti, Et Al

doi:10.17762/turcomat.v12i4.569

Abstract

The purpose of this study was to determine the effect of consumer knowledge and lifestyle on purchasing decisions with customer satisfaction as an intervening variable. The method used in this research is path analysis method. The sample used was 118 respondents. While data collection by means of a questionnaire. The results showed that knowledge has a positive and significant influence on purchase intention with tcount 6,066> ttable 1,984 and sig value 0,000 <0.05. Lifestyle has a positive and significant influence on purchase intention with a tcount of 3.952> ttable of 1.984 and a sig value of 0.000 <0.05. Consumer satisfaction has a positive and significant influence on purchasing decisions with a tcount of 3.902> ttable 1.984 and a sig value of 0.002 <0.05. Consumer knowledge has a positive and significant influence on purchasing decisions with a t-count value of 4.987> t-table 1.984 and a sig value of 0.000 <0.05. Lifestyle has a positive and significant effect on purchasing decisions with a tcount of 2.531> ttable 1.984 and a sig value of 0.013 <0.05. Consumer satisfaction is able to mediate the effect of trust on purchasing decisions as evidenced by the sobel test results 2.492> 1.96. satisfaction is able to mediate the effect of promotion on purchasing decisions as evidenced by the sobel test results 2.77> 1.96. The conclusion from this research is that the higher the level of consumer knowledge, the higher the satisfaction and purchasing decisions.

Highlights

Batik in Indonesia is estimated to have started and developed in the Hindu era, especially in the aristocratic family and the palace, this is reinforced by the discovery of batik motifs on relief carvings, statues that adorn temples
Hypothesis test results indicate that consumer knowledge has a positive and significant effect on customer satisfaction
This means that the higher the level of consumer knowledge, the higher the trustworthiness of the customer obtained from a purchase

Summary

Introduction

Batik in Indonesia is estimated to have started and developed in the Hindu era, especially in the aristocratic family and the palace, this is reinforced by the discovery of batik motifs on relief carvings, statues that adorn temples. Over time batik was used as a royal (aristocratic), society in general had known batik. Batik has a social impact on every region in Indonesia. Each region shows its style, identity, uniqueness, and uniqueness in each batik production. That it gives rise to differences in batik products from one region to another. Every batik has a meaning and meaning as well as a philosophy that underlies the creation of a motif, society interprets the batik motif as a form of identity, elements and a beautiful basis that describes its environment

Objectives

Methods

Discussion

Conclusion