The influence of product quality, customer value, and lifestyle on purchase decisions for woven fabrics (Study on: West Muna Weaving House)

Abstract

Fashion is often used as a tool to reveal one's identity and self-worth. One type of traditional Indonesian fashion is woven cloth typical of West Muna Regency. Sales of West Muna woven fabrics are not as smooth as weaving in other areas of Southeast Sulawesi Province. This study aims to analyze the quality of West Muna weaving products, customer value perceptions, and the suitability of lifestyles to consumer purchasing decisions of West Muna weaving. This study uses a quantitative approach with a purposive sampling technique. 133 respondents spread across 3 different regions have given their assessments of the quality of West Muna weaving products, their perceptions of the values ​​of West Muna weaving, and the suitability of their lifestyle to the value and performance of West Muna weaving. The results showed that product quality, customer value, and lifestyle partially and simultaneously influence purchasing decisions for West Muna woven fabrics. The result show that: (1) Product quality has a positive effect on purchasing decisions for West Muna weaving (2) Customer value influences consumer purchasing decisions for West Muna weaving. (3) Lifestyle influences the purchasing decision of West Muna weaving. (4) Simultaneously, product quality, customer value, and lifestyle influence purchasing decisions for West Muna woven fabrics.