Abstract
This study aims to understand website user behavior and online shopping behavior intentions through website facilities and to address the problems of Indonesian traditional batik SMEs in carrying out online marketing. Web services are seen from the security, navigation capabilities, and visual appeal of the website. The study was conducted on 150 students and 96 SME batik owners who have positioned themselves as potential consumers. The respondents were asked to visit the Legendabatik.com website and then answer the questionnaire in the google form. The results found that all website facilities have a positive effect on intention to use, only visual appeal has a direct positive effect on online behavioral intentions, while intention to use has a strong positive influence on online behavioral intentions. So website management needs to prioritize the visual appeal to increase online shopping behavior intention
Highlights
Indonesia is a country of various islands, tribes and cultures, it reflects on its traditional decorative arts
The Indonesian Central Statistics Agency states that the ecommerce industry in the last 10 years has increased by 17 percent, and the total number of e-commerce businesses has reached 26.2 million units, and the huge potential of the e-commerce industry in Indonesia is influenced by millennial generation online shopping style (Rahayu & Kumairoh, 2019)
Measurement of intention to use mediation variables consists of five indicators, and online behavioral intention as many as six indicators (Semuel et al, 2017)
Summary
Indonesia is a country of various islands, tribes and cultures, it reflects on its traditional decorative arts. One of the traditional decorative arts products is known as Indonesian traditional batik. Batik crafts in Indonesia have been known since the age of the Majapahit kingdom, and developed into the property of Indonesian people. The batik industry constitutes of one of 14 classified creative industries in Indonesia featuring world famous specific Indonesian. As a part of creative industry, batik design and the batik product are possible continuously develop. The various culture of Indonesia is an anvil of economic creative development has been developed by the Government of Indonesia to increase export value (Steelyana, 2012)
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