The Influence of Product Quality, Attitude, and Price Perception on Souvenir T-Shirt Purchase Behavior in Yogyakarta

DOI

10.2991/978-2-38476-176-0_7How to use a DOI?

Keywords

product quality; attitude; purchase behavior; souvenir t-shirt

Abstract

Yogyakarta is one of the provinces in Indonesia most visited by tourists. Apart from traveling, visitors also buy lots of souvenirs. One of the souvenirs that many tourists buy is souvenir t-shirts. In Yogyakarta, there are many souvenir t-shirt manufacturers. Therefore, this study aims to examine the influence of product quality, attitude, and price perception on souvenir t-shirt purchase behavior in Yogyakarta. The data for this research were collected by distributing questionnaires to 159 consumers who have purchased souvenir t-shirts in Yogyakarta. The collected data were processed using the SPSS 25 analysis tool with multiple linear regression analyses. The results of this study indicate that product quality and price perception positively affect purchase behavior, whereas attitude does not influence purchase behavior. In the context of this study, consumer attitudes toward liking good product designs and colors do not affect consumer purchasing behavior for souvenir T-shirt products. According to the author, the designs and color choices offered by Gareng T-shirts may need to align with the intended design concept, leading to conflicting color and design combinations that discourage consumers from purchasing.This research contributes to the literature development on consumer behavior by testing the influence of variables such as product quality, attitude, and price perception on purchase behavior in the context of souvenir t-shirts in Yogyakarta.

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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TY  - CONF
AU  - Fikri Farhan
AU  - Rifqotun Nafiah
AU  - Guruh Ghifar Zalzalah
AU  - Latifah Putranti
PY  - 2023
DA  - 2023/12/31
TI  - The Influence of Product Quality, Attitude, and Price Perception on Souvenir T-Shirt Purchase Behavior in Yogyakarta
BT  - Proceedings of the 2nd UPY International Conference on Education and Social Science (UPINCESS 2023)
PB  - Atlantis Press
SP  - 42
EP  - 47
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-176-0_7
DO  - 10.2991/978-2-38476-176-0_7
ID  - Farhan2023
ER  -