THE DOMINANT FACTOR OF BATIK PURCHASE TOWARD YOUNG ADULTS IN JAKARTA

Abstract

Purchase decision is a function about how close the product meets the customer need. If the performance of the product lower than the customer expectation, the customer will be disappointed. But, if the product is good, the customer will be satisfied. These results will give impact with customer decision to buy the product again.

The purpose of this research is to analyze the analysis of factors that consist of several variables, which are, Brand Awareness, Perceived Quality, Brand Loyalty, and Brand Association, have correlation towards Purchase Decision of Batik.

This research was using quantitative method research. To collect the information, researcher spread the questionnaire to 85 young adults who was wearing Batik based in Jakarta. The data analyze using factor analysis.

The results of this research shown that all the four variables have significant correlation and 2 variables formed as the dominant factor of Batik purchase toward young adults in Jakarta.