Influence of Product Design on Batik Consumption among Indonesian Youth

DOI

10.2991/978-2-38476-247-7_21How to use a DOI?

Keywords

product design; consumer judgment; batik; Indonesia

Abstract

This study investigates the impact of product design on consumer judgment within the Y and millennial generations in Indonesia, focusing on their preferences for batik clothing that integrates classic and contemporary motifs. Addressing concerns over the diminishing interest in batik among younger consumers, which poses a threat to the sustainability of batik culture, this research aimed to analyze the significance of product design in shaping consumer attitudes towards batik. A sample of 200 respondents, selected based on specific criteria, participated in this study, which employed Partial Least Squares (PLS) for data analysis. The findings indicate a substantial effect of product design on consumer judgment across both the millennial and Generation Y cohorts. Particularly, these groups demonstrated a preference for contemporary batik designs that blend traditional elements with modern aesthetics. This preference underscores the critical role of design elements in batik clothing, beyond fabric quality and manufacturing processes. The results suggest that batik entrepreneurs must prioritize product design to cater to the tastes of younger consumers, ensuring the tradition’s continuity. This study contributes to the broader discourse on cultural sustainability by highlighting the potential of design innovation in preserving traditional crafts among modern audiences. Future research is encouraged to compare preferences for traditional versus contemporary batik designs, further enriching the understanding of consumer behavior in the context of cultural heritage products.

Copyright

© 2024 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.

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TY  - CONF
AU  - Eny Endah Pujiastuti
AU  - Humam Santosa Utomo
AU  - Nurul Retno Hapsari
AU  - Muhammad Irfan Mu’afi
AU  - Sigit Haryono
PY  - 2024
DA  - 2024/09/04
TI  - Influence of Product Design on Batik Consumption among Indonesian Youth
BT  - Proceedings of the 2nd International Conference on Advance Research in Social and Economic Science (ICARSE 2023)
PB  - Atlantis Press
SP  - 191
EP  - 196
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-247-7_21
DO  - 10.2991/978-2-38476-247-7_21
ID  - Pujiastuti2024
ER  -