Dananjaya

CISRO Conference Settings, Global Management Conference, Bali 2010

Analysis of Factor Associated with Decisions in Purchasing Wayang Motif Leather Craft (chisel decoration) By Foreign Tourist (Case research at Central Industrial Village of Bantul district Yogyakarta)

Irwandaru Dananjaya, Hantoro Gisijanto

Building: Discovery Kartika
Room: RAMA ROOM
Date: 2010-04-28 01:30 PM – 03:00 PM
Last modified: 2010-04-26

Abstract

Analysis of Factor Associated with Decisions in Purchasing Wayang Motif Leather Craft (chisel decoration) By Foreign Tourist

(Case research at Central Industrial Village of Bantul district Yogyakarta)

Irwandaru Dananjaya, SE., MM ⁽¹⁾, Hantoro Arief Gisijanto, SE, MM ⁽²⁾

Faculty of Economic, University of Gunadarma,

Jl. Margonda Raya No 100, Depok

Tel. 7801923 email: Irwan.ndaru@staff.gunadarma.ac.id

ABSTRACT

Keywords: Factor, Relationships, decisions in purchasing, leather crafts

In meeting demands of tourism, local government and the people of Yogyakarta have been developing small and medium industries related to products of culture and customs of Yogyakarta. Craft shops (art shops) which sell wayang motif leather crafts grow and thrive in the village of Panggungharjo Sewon, wukirsari Imogiri and Bangunjiwo Kasihan Bantul regency Yogyakarta. So with these, researchers wanted to find out what factor are considered by consumers in purchasing wayang motif leather crafts products (chisel painting) at the craft shops (art shop) in Bantul and which factor have the most dominant relationship in the decision to purchase them.

`Variable is the object of research, or what's become a focal point of research (Arikunto, 2002: 96). In this research there are 9 (nine) independent variables (X) and 1 (one) bound variable (Y), namely variable that affects or relates to other variables or that is investigated in terms of its impact and relationship. The independent variables in this research are: Personal factor (X1), Cultural factor (X2), Referential Group Factor (X3), Social class Factor (X4), Product Factor (X5), Price Factor (X6), Promotion Factor ( X7), Distribution Factor (X8), Physical Condition Factor (X9). While bound variable of this research is the decision to purchase the products in a craft shop (art shop) in Bantul. The number of variables in the research is 10, hence determined samples are 300 respondents. Sampling method in this research is Accidental sampling.

From the calculation of the correlation analysis, variables that influence on purchasing decisions (Y) are:

1. `Factor considered by consumers in purchasing decisions are: Personal factor (X1) 0.373, Physical Condition Factor (X9) 0.361 , Products Factor (X5) 0339, Referential Group Factor (X3) 0.334, Cultural Factor (X2) 0.286, and Social class factor (X4)) of 0.181. This shows that statistically Personal factor (X1) has the greatest influence in determining the decision to purchase wayang motif leather craft products (chisel) at the craft shop (art shop) in Bantul. The Price Factor (X6), promotion factor (X7 ), distribution factor (X8), respectively are -0.109, - 0.218, -0.241. Thus price, promotion, and distribution factor, do not affect the decision to purchase wayang motif leather craft products (chisel painting) at the craft shop (art shop) in Bantul.

2. Based on the data from the respondents in this research, there is potential increase of income for residents or people in Bantul District. Among others is by extending the market scope of the products to export orientation as indicated that many foreign tourists from European and Asian countries show interests and purchase various kinds of the products when they visited the shop in Bantul. Therefore, countries from the two continents should be prioritized by local government as target countries of export for the products. Cooperation with countries from countries of the two continents enables local government to make policies and open export trading business for the industries.

Background of Research

Yogyakarta is one of the tourism sites in Asia Pacific Region that attracts overseas and also domestic tourist; hence Yogyakarta has potential to be developed as a city of tourism for its rich culture and various kinds of cultural artifacts and crafts which have a uniqueness of originality from Javanese culture. This condition is proven by more and more foreign and domestic tourist come to Yogyakarta from annually. This Growth opens opportunity for tourism industry to be more expanding and becoming an expected pledge product which can provide job and absorbed labor and can provide income revenue for country. As active role form from local government and society dealing with such growth of tourism, then government and society have developed or provided tourism facilities and infrastructures.

Table 1.

Growth of Export DIY Year 2003-2008

YEAR

VOL.

VALUE

COM

EKS

2003

35,64

-4,27

115,32

4,70

-7,69

0,00

260

31,98

2004

42,30

18,68

122,27

6,02

12,50

2,22

243

-6,54

2005

47,28

11,77

143,47

17,34

6,17

4,35

249

2,47

2006

41,49

-12,24

138,47

-3,48

12,79

-3,12

248

-0,40

2007

36,62

-11,73

125,56

-9,32

101

4,12

6,45

235

-5,24

2008

40,58

10,88

130,25

3,73

103

1,98

-2,03

256

8,93

Exp. Volume: million Kg, Value: million US$

Source: On duty Perindagkop Prop. DIY

Tourist Visit to Yogyakarta also affects other sectors, which growing of this tourism sector then relates to other tourism sectors, for example is small and medium enterprises sector that have dependability on local culture. The People’s Consultative Assembly stated it in STATE'S GUIDE LINES (MPR Act No. II/1993) which explained that small and medium enterprises are categorized as handy carft and home industries which need to be developed into more efficient industry and able to develop independently, increase public income, create jobs, and has role in product and service provision for domestic and foreign needs.

To face this tourism demands, the government and society of Yogyakarta have developed small and medium enterprises that have cultural and indigenous perspectives of Yogyakarta. One of them is industry of wayang motif Leather craft product. The research site was in Bantul Regency Yogyakarta that consist of village Panggungharjo village Sewon, wukirsari village Imogiri, and Bangunjiwo village Kasihan. The three villages are referred as centrals for wayang leathercraft industry that also sale either directly or indirectly by having shops (art shop) in the production location. Expectation or goals from this research is it can probe related factors on decision in purchasing such products by overseas consumer (tourists), and find out which countries have potentials in becoming such products importers.

Problem Formulations

1. What are the factors taken into account by overseas consumers (tourists) in deciding to purchase Wayang (tatah sungging) Leather craft products at art shops in Bantul regency?

2. Which factors have dominant relationships in the purchase decision of Wayang (tatah sungging) Leather craft products at art shops in Bantul regency?

Aims and Applicative Significance of the Research

1. To know what factors are taken into account by overseas consumers (tourists) in deciding to purchase the Wayang (tatah sungging) Leather craft products at art shops in Bantul regency.

2. To know what factors have dominant relationships in the purchase decision of the Wayang (tatah sungging) Leather craft products at art shops in Bantul regency.

3. To improve selling value and added value of Wayang (tatah sungging) Leather craft products at art shops in Bantul regency.

4. To increase society income in general and prosperity of workers and employers of small and medium enterprises in Bantul Regency.

5. To assist the Industry, Trade and Cooperation Agency, Tourism Agency of Bantul and related Agencies in terms of developing and expanding product market for export.

Definition of consumer behavior

Consumer Behavior is a study that focuses at individual’s perception in taking decision to make the best use of resources available (time, money, effort) to buy goods related to consumption. The study of consumer behavior as separated discipline from marketing was started when marketers realized that consumers do not always act or give reaction the same as stated in marketing theory.

The importance of consumer behavior

1. In Daily file

2. In purchasing decision making

Decision-making processes can be viewed as three different phases yet correlates to one another, namely: Input Phase , Process Phase and Output Phase.

Factors affecting Consumer Behavior

For the reason of motive which stimulates people’s behavior and perception in determining its behavior direction, therefore we must evaluate factors that influence or give form on someone’s perception. The factors are culture, social class, personal influence, family, and situation.

Phases of Purchasing decision Process

Phases of purchasing decision process can be depicted in a model hereunder (Philip Kotler and AB. Susanto, 1999; 251):

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