Proceedings of the 3rd Tarumanagara International Conference on the Applications of Social Sciences and Humanities (TICASH 2021)

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The Modeling Approach: Understanding Customer Intention in Purchasing Batik Geblek Renteng

Authors
Nuryasman M. N.1, *, Kartika Nuringsih1
1Faculty of Economics & Business, Universitas Tarumanagara, Jakarta, 11470, Indonesia
*Corresponding author. Email: nuryasman@fe.untar.ac.id
Corresponding Author
Nuryasman M. N.
Available Online 21 April 2022.
DOI
10.2991/assehr.k.220404.014How to use a DOI?
Keywords
Marketing Mix; Purchase Intention; Social Welfare; Second-Order Model
Abstract

In line with the sustainability issues, the Geblek Renteng Batik innovation has developed at Kulon Progo. To understand the purchase intention, the study involves social welfare and marketing mix. It is carried out on second-order modeling where the marketing mix is developed as a formative model while social welfare and purchase intention are reflective. This modeling places 31 indicators, 11 dimensions, and 3 constructs with developing 13 hypotheses. The study involves 70 respondents using the convenience sampling method. Results show marketing mix and social welfare have a significant impact on purchase intention. In the dimension level, price and promotion make a significant contribution to the marketing mix, however, product and place are not significant. Other results show the social welfare contributes significantly to the goal of ecology, economic, and social culture. Lastly, purchase intention makes a significant contribution to the intention on the transaction, preferences, references, and exploration of the Geblek Renteng motif. This study is an initial study in capturing the potential associated with purchase intention so further studies will develop a larger sample size. The result is expected to support the development of local innovation sustainably.

Copyright
© 2022 The Authors. Published by Atlantis Press SARL.
Open Access
This is an open access article distributed under the CC BY-NC 4.0 license.

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Volume Title
Proceedings of the 3rd Tarumanagara International Conference on the Applications of Social Sciences and Humanities (TICASH 2021)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
21 April 2022
ISBN
10.2991/assehr.k.220404.014
ISSN
2352-5398
DOI
10.2991/assehr.k.220404.014How to use a DOI?
Copyright
© 2022 The Authors. Published by Atlantis Press SARL.
Open Access
This is an open access article distributed under the CC BY-NC 4.0 license.

Cite this article

risenwbib
TY  - CONF
AU  - Nuryasman M. N.
AU  - Kartika Nuringsih
PY  - 2022
DA  - 2022/04/21
TI  - The Modeling Approach: Understanding Customer Intention in Purchasing Batik Geblek Renteng
BT  - Proceedings of the 3rd Tarumanagara International Conference on the Applications of Social Sciences and Humanities (TICASH 2021)
PB  - Atlantis Press
SP  - 87
EP  - 95
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220404.014
DO  - 10.2991/assehr.k.220404.014
ID  - M.N.2022
ER  -