Rofianto, Whony and Haque, Marissa Grace and Sunarsi, Denok and Purwanto, Agus and Kahpi, Heri Sapari (2021) CULTURAL PRODUCT BRANDING, ANTECEDENTS, AND ITS IMPLICATIONS: A STUDY ON THE CONTEXT OF INDONESIAN BATIK. INTERNATIONAL JOURNAL OF SOCIAL, POLICY AND LAW (IJOSPL), 2 (2). pp. 37-46. ISSN E-ISSN: 2774-2245
|
Text
International Journal, 2021, Cultural Product Branding, (5 Penulis, Marissa ke-2).pdf Download (434kB) | Preview |
|
|
Text
Peer Review 20.pdf Download (871kB) | Preview |
|
|
Text
Hasil Turnitin, 9%, CULTURAL PRODUCT BRANDING, ANTECEDENTS, AND ITS IMPLICATIONS_ A STUDY ON THE CONTEXT OF INDONESIAN B.pdf Download (2MB) | Preview |
Abstract
This study examines the driving factors for forming positive customer attitudes towards Batik clothing as a cultural product brand and its implications for intention to use. This study will emphasize the symbolic aspect as a driving factor for attitudes. The symbolic aspects are ethnocentrism, product authenticity, and self-image congruence. The study was conducted with a descriptive research design, cross-sectional with data derived from a sample of adolescents in JABODETABEK. The sample was selected using the convenience sampling technique. Data is collected through online surveys. Data analysis and hypothesis testing were carried out quantitatively using the Structural Equation Model approach. The results of the analysis of this study indicate that ethnocentrism, Product authenticity, and self-image congruence positively impact the formation of young people’s attitudes towards Batik, with product authenticity occupying the most dominant ranks. On the implication side, this research also indicates that a positive attitude towards Batik will increase the desire of the younger generation to continue using Batik in the future. Keywords: ethnocentrism, product authenticity, self-image congruence, attitude toward the brand, Batik 1*Whony Rofianto, 2Marissa Grace Haque, 3Denok Sunarsi, 4Agus Purwanto, 5Heri Sapari Kahpi
| Item Type: | Article |
|---|---|
| Subjects: | Prodi S2 Magister Manajemen STIE Indonesia Banking School > Prodi S2 Magister Manajemen |
| Divisions: | Library of Congress Subject Areas > Prodi S2 Magister Manajemen Prodi S2 Magister Manajemen |
| Depositing User: | Mrs. Marissa Grace Haque |
| Date Deposited: | 02 Aug 2022 12:12 |
| Last Modified: | 04 Aug 2022 08:02 |
| URI: | http://repository.ibs.ac.id/id/eprint/4981 |
Actions (login required)
 |
View Item |
