Analyzing the Effect of Market Segmentation and Price on Purchase Interest of Batik Ciwaringin Products

Authors

  • Kadunci Kadunci Department of Social and Humanities, Politeknik Negeri Jakarta, Depok, West Java
  • Tuti Hartati Department of Social and Humanities, Politeknik Negeri Jakarta, Depok, West Java
  • Sudarno Sudarno Department of Social and Humanities, Politeknik Negeri Jakarta, Depok, West Java
  • Riskon Ginting Department of Social and Humanities, Politeknik Negeri Jakarta, Depok, West Java
  • Djuni Akbar Department of Social and Humanities, Politeknik Negeri Jakarta, Depok, West Java

DOI:

https://doi.org/10.55324/iss.v2i7.434

Keywords:

Batik Ciwaringin, quantitative research, market segmentation, price, purchase interest

Abstract

Background: Provide an adequate background covering the literature review and the gap of the research with other relevant former research works.

Aim: This study aims to analyze the influence of market segmentation, price and interest in buying Batik Ciwaringin products, Cirebon Regency.

Method: Data collection method using questionnaires to Ciwaringin batik buyers. The key informants in this study are consumers who buy Ciwaringin batik products. This research uses quantitative analysis techniques.

Findings: The significance test t obtained market segmentation variable showed the t-count value =  3.772 > t-table = 1.996 with a significance value of 0.000<0.05. Thus, hypothesis 1 is accepted. The significance test t obtained the price variable showed the t-count value = 3.742 > t-table= 1.984 with a significance value of 0.000 < 0.05. Thus, hypothesis 2 is accepted. The result for free variables (market and price segmentation) was 92,203 with a significant rate of 0.000. While the Ftabel value at ? = 0.05 is 3.13, the variables of market and price segmentation simultaneously have a positive and significant effect on consumers' buying interest in Batik Ciwaringin. Thus, hypothesis 3 is accepted.

References

Firmansyah, M. A. 2017. Consumer Behavior: Attitudes and Marketing. Pasuruan: Qiara

Media.

Ghozali, Imam. 2016. Multivariate Analysis Applications with IBM SPSS 23 Program. 8th ed. Semarang: Dipenogoro University Publishing Agency.

Kotler, P., & Armstrong, G. 2008. Principles of Marketing Edition 12 Jilid 1. Jakarta: Erlangga.

Kotler, P., & Armstrong, G. 2010. Principle of Marketing. New Jersey: Pearson.

Putu Agung, A. A. 2017. Business Research Methods. Malang: UB Press.

Rahman, A. (2010). A powerful marketing mix strategy for small business is a surefire way to knock out competitors. First Printing. Jakarta: Trans Media Pustaka.

Sugiyono. 2012. Business Research Methods. London: Alfabeta

Supriadi. 2018. The Concept of Price In Islamic Economics. Bogor: Guepedia Publisher.

Downloads

Published

2023-04-26