Citation:

Ni Ketut Yulia Agustini, Adrianto Trimarjono. "Comparative Analysis of the Structure of Consumer Attitude to Central Java Batik Products and Madura Batik Products in Surabaya Area" International Research Journal of Economics and Management Studies, Vol. 2, No. 3, pp. 89-95, 2023.

Abstract:

Batik products are a complement to appearance and are also a lifestyle trend today, which besides being able to function to support appearance, also functions to increase prestige or social class between individuals. The people's desire for batik products ultimately creates a separate perspective on the batik products offered in the market. Increasingly, people will be more selective about batik products before they decide to carry out activities to purchase these batik products. Public attitudes like this are consumer buying behavior that batik producers must always pay attention to. The purpose of this study was to determine the differences in the structure of attitudes towards the attitudes of consumers of Central Java batik products and Madura batik products. The type of data used in this study is quantitative data from the results of scoring the answers of customers who are respondents in this study. Furthermore, the population of this study is all consumers who use Central Javanese batik products and consumers who use Madura batik products, and the sample of this study was 100 people with the following characteristics: (a) aged 17 years and over, (b) domiciled in Surabaya. The data analysis technique used is Discriminant Analysis. The results of this study indicate significant differences in the behavior of consumers who use Central Javanese batik products and consumers who use Madura batik products, while the variable that differentiates is the conative variable. The discriminant model used in analyzing differences in consumer behavior is valid and can show the accuracy of the discriminant model is quite high because the accuracy is 97% (> 50%).

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Keywords:

Cognitive Attitude, Affective Attitude, Conative Attitude.