The Influence of Consumer Perception and Price on Purchase Intention of Central Javanese Batik
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Abstract
This study aims to examine the influence of consumer perception and price on the purchase intention of Central Javanese batik in Solo, Pekalongan, Semarang, Cilacap, and Demak. The study focuses on how consumer perceptions of batik quality, motifs, cultural value, and price affect purchasing decisions. A quantitative survey was conducted with 100 respondents, 20 from each region, using purposive sampling. Data were collected through a 5-point Likert scale questionnaire and analyzed using validity and reliability tests, classical assumption tests, multiple linear regression, and F and t tests. Results indicate that all instruments are valid and reliable. Regression analysis produced the equation Purchase Intention = 3.249 + 0.387X₁ + 0.387X₂ + e, with R² = 0.509. F and t tests show positive and significant effects, highlighting the importance of product quality, cultural value, and pricing strategies in enhancing purchase intention.
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