CONSUMER BEHAVIOUR OF TRADITIONAL WEAVING BY THE STRATEGIC ROLE OF SMES AS THE EFFORT OF PRESERVING CULTURAL HERITAGE

Abstract

Traditional weaving is a valuable asset of cultural heritage that should be preserved. SMEs have a strategic role to preserve the existence of traditional weaving. The objective of this paper is to identify the consumer behavior of traditional weaving with the active role of SMEs in preserving cultural heritage with a quantitative research method. The data was obtained through interviewing and distributing to some culture shops with 122 consumers and statistic data processing by wrap plus software. This paper reveals the factors of consumer behavior that motivate purchasing traditional weaving and the successful strategic role SMEs in preserving cultural heritage. The results of this study prove that the factor of consumer behavior, namely society, and individuality, has a significant effect on purchasing decisions with a significance value of 0.003 and 0.015, then the SMEs moderator variable has a significant effect with a value of <0.001. The variables of society and individuality as well as the role of SMEs are determining factors in purchasing decisions for UisKaro's traditional cloth in an effort to preserve Indonesian culture.