Analysis of Consumer Behavior in Increasing Product Purchase Decisions in Jogja Batik

Abstract

The purpose of this study is to analyze consumer behavior in increasing the purchase decision of Jogja batik products. This study uses a qualitative method with qualitative data, namely data in the form of words and sentences. The data source of this study was obtained from primary data from consumers or customers and secondary data from books or journals. The data collection technique of this study uses interview and observation techniques. This research was conducted at Jogja Batik Wholesale Pasar Beringharjo with 7 samples in that place. The data analysis techniques used are; 1) Data reduction, by reducing the data or summarizing the data obtained, then selecting the main things related to the important research focus. The reduction in this study focuses on matters related to consumer behavior in the purchase decision of Jogja batik products at Jogja Batik Wholesale Pasar Beringharjo. 2) Data presentation, in this study, data presentation was carried out in the form of a brief description of the interviewed and observed samples. 3) Drawing conclusions, in this stage, look for findings that are still vague, can be in the form of descriptions or descriptions on the object of research. Based on the theory of consumer behavior, it can be concluded that the decision to buy Jogja Batik at Beringharjo Market is influenced by the quality, price, source of information, frequency of purchase, and obstacles faced by consumers. The right marketing strategy, such as price promotion, increasing product authenticity, and expanding the reach of information through social media and customer recommendations, can increase consumer interest and loyalty in batik. The implications of this research are 1) more appropriate market segmentation, 2) product development according to consumer needs, 3) a more competitive pricing strategy.