Similirity check_STUDY OF CONSUMER BEHAVIOR INFLUENCING FACTORS ON FABRIC PRODUCTS OF SASIRANGAN

Rofi'i, Rofi'i and Huwaida, Hikmayanti and Imelda, Sri (2019) Similirity check_STUDY OF CONSUMER BEHAVIOR INFLUENCING FACTORS ON FABRIC PRODUCTS OF SASIRANGAN. P3M Politeknik Negeri Banjarmasin. (Unpublished)

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Abstract

Fabric products of Sasirangan is a typical small industrial handicraft product of South Kalimantan. The purpose of this research is to examine the factors that influence consumer behavior, characterize dominant factors and input marketing policies that can be carried out by the Sasirangan Industry in accordance with the behavior of consumers in purchasing Sasirangan fabric products. This research is explanatory with a quantitative approach. The unit of analysis are respondents who buys for Sasirangan fabric products and have income. Variable measurements using Likert scale, data collection techniques by distributing questionnaires to respondents, the collected data were analyzed by SEM (structural equation Method). The results showed that the location had a positive effect on consumer behavior with regression weight values of β=0,409, S.E.=0,097, C.R.=4,196, p=0,000. Salaries have a significant and positive effect on consumer behavior with a regression weight value of β=0,133, S.E.=0,049, C.R.=2,732, p=0,006. Promotion has a significant and positive effect on consumer behavior with regression weight values of β = 0.474, S.E. = 0.114, C.R.= 4.165, p=0,000. While prices and services do not significantly influence consumer behavior. The dominant factor influencing consumer behavior towards the purchase of Sasirangan fabric products in Banjarmasin is promotion. Marketing policies that can be carried out by the Sasirangan Industry by considering promotion as a dominant factor influencing consumer behavior in purchasing Sasirangan fabric products, improving services, innovating Sasirangan fabric products motifs, establishing cooperation with related parties in preserving regional culture.

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