The Development of Jumputan Cloth in Palembang: An Analysis of Consumer Characteristics

Abstract

Cultural products are an exciting element in supporting tourism. When tourists are visiting an area, tourists looking for local souvenirs is a habit that cannot be avoided. Jumputan cloth, including cultural products in Indonesia, especially South Sumatra. The aim of this research to understanding the influence of consumer behavior on purchasing intention Jumputan clothes. For data using linear regression analysis, to analyze the level of the significant impact of a variable using multiple linear regression analysis. Psychological factors have the most significant influence on purchase intention Jumputan cloth compared with other factors, while cultural factors do not significantly influence on purchase intention.