The Effect of Conventional Customer Habit: Touch, Sight, Smell on Online Written Batik Fabric

Abstract

This research was conducted to a provide deeper understanding about the possibility of batik product that needs three human sense (touch, smell, visual) can be sold using internet shopping that only needs one human sense (visual). This research used qualitative and quantitative research where the number of respondents for qualitative research was 10 and the number of respondents for quantitative research was 207 respondents with an age range between 19-54 years old. The research was conducted in the Bandung City from September 2018 to December 2018. This research uses structural model to test hypothesis. The most important thing when customer bought written batik fabric is, they like the motif/pattern and color of that written batik fabric. Feedback mechanism, product information, customer trust in an offline store significantly affect trust in internet shopping. Branding will be the tool for keeping the advantage, branding will work differently in web. Branding will be the key to conveying the quality, value, and image to the buyer because the potential for visitor to enjoy is limitless or the web.