Breaking Down Consumer Preferences: What Drives the Millennial Generation’s Choices in Batik Clothing?
- 10.2991/978-2-38476-048-0_5How to use a DOI?
- millennial generation; consumer preferences; attributes; batik clothing; Indonesia
This study aimed to identify the key attributes that influence millennial consumers’ preferences in selecting batik clothing. The study was conducted in Sleman, Yogyakarta, and involved 100 respondents between the ages of 18–25. The research was conducted in three stages, including focus group discussions to identify the attributes considered by consumers, determination of attributes through the Cochran test with 30 respondents, and a questionnaire to determine consumer preferences among the 100 respondents. The results of the study found that there are 12 essential attributes that drive consumer preferences when selecting batik clothing. These include batik style, durability, uniqueness, type of batik, batik color, brand, company reputation, batik quality, color variations, product variations, and price. Additionally, there were differences in preference among men and women for the attributes of durability, type of batik, and quality of batik. These findings provide valuable insights for batik entrepreneurs to produce batik clothing that caters to the preferences of consumers.
- © 2023 The Author(s)
- Open Access
- Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.
Cite this article
TY - CONF AU - Eny Endah Pujiastuti AU - Humam Santosa Utomo AU - Suratna AU - Sigit Haryono PY - 2023 DA - 2023/04/27 TI - Breaking Down Consumer Preferences: What Drives the Millennial Generation’s Choices in Batik Clothing? BT - Proceedings of the International Conference on Advance Research in Social and Economic Science (ICARSE 2022) PB - Atlantis Press SP - 39 EP - 46 SN - 2352-5398 UR - https://doi.org/10.2991/978-2-38476-048-0_5 DO - 10.2991/978-2-38476-048-0_5 ID - Pujiastuti2023 ER -