ANALYSIS OF YOUNG ADULT BEHAVIOR IN PURCHASE INTENTION TOWARDS BRANDED BATIK FASHION APPAREL IN INDONESIA: A CASE STUDY OF TOP 8 MOST EXPENSIVE PRIVATE UNIVERSITIES IN INDONESIA IN 2014

Abstract

Batik as the cultural heritage of Indonesia nowadays is growing as fashion industry product. Unfortunately, the attention of young adult customer was not really significant in batik fashion. Meanwhile, international retail brand has penetrated Indonesian market and success in gaining huge number of income and attention from young fashion consumer. Batik retailer has a very good chance in this industry. Yet, there are only few numbers of branded batik retailers in Indonesia, especially the young oriented ones. Quantitative research was conducted among students of eight most expensive private universities and examined by Structural Equation Modeling (SEM) data tools analysis to find out what are the factors that can influence young adult purchase intention towards batik. Along with the identity of batik as national product of Indonesia, subjective norms of nationalism is contribute high influence in young adult purchase intention while product attributes itself still become one of the determining factors in purchase intention. This study found that brand value can affect up to 70% of young adult purchase intention. In addition, brand also significantly influence customer attitude towards product attributes, as well as the subjective norms.