Abstract:

Research on perceived authenticity of retail shops selling textiles and traditional clothing has lack scholarly attention. This research focuses on retail shops selling textiles and traditional clothing. Research has been carried out on batik or in general, traditional textile, but few have seen from the side of consumer behaviour related to the purchase of traditional textiles and clothing, particularly batik, an Indonesian authentic textile. This study aims to examine the factors that influence the behaviour of consumers buying batik-based products. The authors chose the store atmosphere, perceived authenticity, and attitude towards purchasing as predictor variables. Participants were chosen accidentally, those who have bought batik as textile and/or clothes. Data were analysed using exploratory factor analysis and structural equation model. The authors found that the store atmosphere had a significant effect on perceived authenticity, purchase intention, and attitude towards purchasing. Furthermore, perceived authenticity and attitude significantly influenced purchase intention. Finally, purchase intention significantly affected purchase behaviour.