| Title | The Sustainability of Lasem Batik in Terms of Green Marketing and Brand Quality |
|---|---|
| ID_Doc | 77248 |
| Authors | Wibowo, BY; Widodo; Wuryanti; Widiyanto; Setyawan, NA |
| Title | The Sustainability of Lasem Batik in Terms of Green Marketing and Brand Quality |
| Year | 2024 |
| Published | Quality-Access To Success, 25, 198 |
| Abstract | Lasem Written Batik is an Indonesian cultural heritage that needs to be preserved, Lasem Written Batik in Rembang, Central Java is experiencing a difficult time during the Covid-19 pandemic, at this time many innovations have been developed to increase sales of Lasem Batik, including improving brand quality and green marketing as a reference for business continuity. This research was conducted using the perceptions of Green Marketing, Brand Quality, Consumer Behavior, and Purchase Decisions on Lasem batik. The respondents in the study were Lasem batik consumers in Central Java with a sample of 115 respondents. This study uses confirmatory factor analysis and maximum likelihood estimation in SEM (Structural Equations Modeling) from the AMOS 24.0 (Analysis of Moment Structure) statistical package. Data collection techniques using questionnaires with incidental sampling. The results of this study indicate that green marketing and brand quality are important factors that influence consumer behavior in determining purchase decisions for lasem batik, when consumers have decided to buy and re-purchase and spread the good news to other consumers, it makes lasem batik able to survive and its business ventures will continue to be sustainable and able to maintain its existence in the onslaught of fashion for stamped batik and factory-processed batik which are diverse today. |
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