Proceedings of the International Conference on Advance Research in Social and Economic Science (ICARSE 2022)

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Breaking Down Consumer Preferences: What Drives the Millennial Generation’s Choices in Batik Clothing?

Authors
Eny Endah Pujiastuti1, *, Humam Santosa Utomo1, Suratna1, Sigit Haryono1
1Universitas Pembangunan Nasional Veteran Yogyakarta, Yogyakarta, Indonesia
*Corresponding author. Email: eny.endahp@upnyk.ac.id
Corresponding Author
Eny Endah Pujiastuti
Available Online 27 April 2023.
DOI
10.2991/978-2-38476-048-0_5How to use a DOI?
Keywords
millennial generation; consumer preferences; attributes; batik clothing; Indonesia
Abstract

This study aimed to identify the key attributes that influence millennial consumers’ preferences in selecting batik clothing. The study was conducted in Sleman, Yogyakarta, and involved 100 respondents between the ages of 18–25. The research was conducted in three stages, including focus group discussions to identify the attributes considered by consumers, determination of attributes through the Cochran test with 30 respondents, and a questionnaire to determine consumer preferences among the 100 respondents. The results of the study found that there are 12 essential attributes that drive consumer preferences when selecting batik clothing. These include batik style, durability, uniqueness, type of batik, batik color, brand, company reputation, batik quality, color variations, product variations, and price. Additionally, there were differences in preference among men and women for the attributes of durability, type of batik, and quality of batik. These findings provide valuable insights for batik entrepreneurs to produce batik clothing that caters to the preferences of consumers.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Advance Research in Social and Economic Science (ICARSE 2022)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
27 April 2023
ISBN
978-2-38476-048-0
ISSN
2352-5398
DOI
10.2991/978-2-38476-048-0_5How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Eny Endah Pujiastuti
AU  - Humam Santosa Utomo
AU  - Suratna
AU  - Sigit Haryono
PY  - 2023
DA  - 2023/04/27
TI  - Breaking Down Consumer Preferences: What Drives the Millennial Generation’s Choices in Batik Clothing?
BT  - Proceedings of the International Conference on Advance Research in Social and Economic Science (ICARSE 2022)
PB  - Atlantis Press
SP  - 39
EP  - 46
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-048-0_5
DO  - 10.2991/978-2-38476-048-0_5
ID  - Pujiastuti2023
ER  -