CONSUMER BEHAVIOUR OF TRADITIONAL WEAVING BY THE STRATEGIC ROLE OF SMES AS THE EFFORT OF PRESERVING CULTURAL HERITAGE PREPARATION OF CAMERA-READY CONTRIBUTIONS TO SCITEPRESS PROCEEDINGS

Abstract

Traditional weaving is a valuable asset of cultural heritage which should be preserved. SMEs
has a strategic role to preserve the existence of the traditional weaving. The objective of this
paper is to identify the consumer behaviour of the traditional weaving with the active role of
SMEs in preserving cultural heritage with quantitative research method. The data was
obtained through interviewing and distributing to some culture shops with 122 consumers and
statistic data processing by wrapPLS software. This paper reveals the factors of consumer
behaviour that motivate in 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.