Pengaruh Sikap dan Persepsi Masyarakat Hindu Terhadap Keputusan Pembelian Songket Untuk Upacara Keagaman di Kota Denpasar

Ni Wayan Wina Premayani; Dewa Nyoman Benni Kusyana; Ida Ayu Anggawulan Saraswathi

doi:10.29407/nusamba.v11i1.28168

Authors

Ni Wayan Wina Premayani Universitas Hindu Indonesia https://orcid.org/0009-0007-9456-3849
Dewa Nyoman Benni Kusyana Universitas Hindu Indonesia
Ida Ayu Anggawulan Saraswathi Universitas Hindu Indonesia

DOI:

https://doi.org/10.29407/nusamba.v11i1.28168

Keywords:

Attitude, Perception, Purchasing Decision, Songket, Religious Ceremonies

Abstract

Research aim: This study aims to analyze the influence of attitudes and perceptions of Hindu consumers on songket purchase decisions for religious ceremonial purposes in Denpasar City, both partially and simultaneously.

Design/Methods/Approach: This study employs a quantitative approach with an associative–causal research design. Data were collected through structured questionnaires from 100 respondents selected using purposive sampling and analyzed using multiple linear regression, supported by classical assumption tests and hypothesis testing.

Research Finding: The results indicate that consumer attitudes have a positive and significant effect on songket purchase decisions, while consumer perceptions have a positive but insignificant effect. Simultaneously, attitudes and perceptions exert a positive and significant influence on purchase decisions, with a coefficient of determination (R²) of 0.550.

Theoretical contribution/Originality: This study contributes to consumer behavior literature by enriching empirical evidence in the context of cultural and religious products, emphasizing attitudes as the dominant determinant and perceptions as a supporting factor in value-based purchase decision-making.

Practitioner/Policy implication: The findings provide practical insights for business actors, artisans, and relevant stakeholders to strengthen positive consumer attitudes through the preservation and communication of the aesthetic, philosophical, and religious values of Balinese songket, as well as to enhance information quality and promotional strategies to foster favorable consumer perceptions.

Research limitation: This study is limited by a relatively small sample size and the inclusion of only two independent variables. Future research is recommended to incorporate additional variables and expand the research scope to improve the generalizability of the findings.

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