PROPOSED MARKETING STRATEGY FOR INCREASING BATIK DANAR HADI PURCHASE INTENTION AMONG GENERATION Y AND Z
Batik is Indonesian heritage that remains popular and have special place in Indonesia's fashion industry Batik Danar Hadi is one of pioneers for batik brand in Indonesia, their products can be worn daily which not only used for formal or important occasions. This study aims to examines how ad i...
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| Format: | Theses |
| Language: | Indonesia |
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| Online Access: | https://digilib.itb.ac.id/gdl/view/70918 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Batik is Indonesian heritage that remains popular and have special place in Indonesia's fashion industry Batik Danar Hadi is one of pioneers for batik brand in Indonesia, their products can be worn daily which not only used for formal or important occasions. This study aims to examines how ad informativeness, ad persuasiveness, and brand awareness variables will influence purchase intention on Batik Danar Hadi with generation Y and Z as the objects. After analyzing the result, Researcher proposed marketing strategy to Batik Danar Hadi according to the research results.
Researchers have distributed questionnaires to assess the variables of ad informativeness, ad persuasiveness, brand awareness and purchase intentions. The results of the survey were 426 respondents, 350 respondents filled in completely, 25 respondents were dropped due to invalid data (including inverse, standard deviation, and outliers), leaving 325 respondents who met the criteria. Before distributing the research questionnaires, the researcher had carried out a small sample measurement of 30 people to get suggestions, input, and comments from respondents if there were statements that could not be understood. In this study, instrument testing was carried out with reliability and validity tests, model testing, and hypothesis testing using the SmartPLS3 test tool.
The results of this study indicate that ad informativeness and ad persuasiveness have a positive and significant effect on brand awareness, while brand awareness has a positive and significant effect on purchase intention. In practice, this research can facilitate the batik business in understanding and evaluating consumer buying attitudes, especially young people. This research can be used as a reference for making further scientific research as well as contributing ideas in economics, especially in the field of marketing related to consumer purchase intentions. The results of this study can also be recommended in the field for further development.
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