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VISUAL CHARACTER ANALYSIS OF TAKWO TRADITIONAL CLOTHING IN THE ERAU TRADITIONAL CEREMONY OF THE KUTAI KARTANEGARA SULTANATE Setiawan, Windu; Sugiyamin, Sugiyamin; Cahyono, Nugroho Heri; Triyono, Triyono; Barriyah, Insanul Qisti; Susanto, Moh. Rusnoto
International Journal of Engagement and Empowerment (IJE2) Vol. 4 No. 2 (2024): International Journal of Engagement and Empowerment
Publisher : Yayasan Education and Social Center

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53067/ije2.v4i2.155

This research aims to 1) Explain clearly and in detail what are the visual characteristics of the Kutai Sultanate Takwo traditional clothes as a characteristic of the Sultanate's clothes; 2) Understand the critical meaning of Kutai Sultanate traditional clothes in the sociocultural context; 3) Knowing the signs (semiotics) in Kutai Sultanate traditional clothes with Pierce's semiotic study in the form of icons, indexes, and symbols. This study uses the Accidental Sampling technique or findings found by chance as a data source. In addition, observation (consisting of pre-observation, direct observation, and non-observation), as well as interviews and documentation, are some of the techniques used in this study. The object of this research is the traditional Clothing of the Kutai Sultanate, namely Takwo. The data analysis technique uses qualitative descriptive analysis. The results showed below: 1) the visual character of Kutai Sultanate traditional clothing has its characteristics from other regional traditional Clothing; 2) the meaning of Kutai Sultanate traditional clothing which illustrates the openness of the Kutai tribe in accepting foreign cultural developments; 3) public awareness in using Kutai Sultanate traditional clothing is getting higher through signs that exist in the accessories component of Takwo cloth

MAULANA JALALUDDIN RUMI'S POEMS OF LONGING AS A SOURCE OF INSPIRATION FOR PAINTINGS Islam, Mohamad Fajarudin; Susanto, Moh. Rusnoto; Susanto, Dwi; Barriyah, Insanul Qisti; Finanda, Septy Asri
International Journal of Engagement and Empowerment (IJE2) Vol. 4 No. 2 (2024): International Journal of Engagement and Empowerment
Publisher : Yayasan Education and Social Center

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53067/ije2.v4i2.160

The artist attempts to visualize the value and philosophical meaning of Maulana Jalaluddin Rumi's poems of longing. The message and meaning in Maulana Jalaluddin Rumi's longing poems will be the primary foundation in the artist's interpretation process, focusing on the value of love and longing to be realized as a means of visual communication through painting. The method of creating this final project is also an attempt to learn the artist's creativity, ideas, and techniques to express themselves through a painting and produce works that represent the artist. The method used by the artist in the creation process includes observation, Exploration, design, and realization of the work. The artist observes and absorbs the values and meanings contained in Maulana Jalaluddin Rumi's poems of longing through a source in the form of books, literary works, the internet, and philosophical studies about Maulana Jalaluddin Rumi. To support the process of creating this painting, the artist also explores by observing the works of previous artists and visiting art galleries. The results of these processes become the artist's capital to carry out a method of realization of the painting. The artist visualizes the idea in a painting, with eight paintings sourced from the artist's Exploration. The resulting artworks have sizes ranging from 100x80 cm to 120x100 cm. All the artworks were then exhibited and presented to the examiners

INKUBATOR KREATIF DESIMINASI AUGMENTED REALITY DOLANAN ANAK BERBASIS BUDAYA NUSANTARA Praheto, Biya Ebi; Barriyah, Insanul Qisti; Sari, Dyan Indah Purnama; Andini, Dinar Westri
Jurnal Berdaya Mandiri Vol. 6 No. 2 (2024): JURNAL BERDAYA MANDIRI (JBM)
Publisher : Universitas PGRI Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31316/jbm.v6i2.4275

The LUKU community is a group of children located in Sarekan Hamlet RT 05, Plembutan, Canden, Jetis, Bantul. Luku itself stands for Put All and Read a 15-minute Book. The children collected in this community are in the age range from early childhood to junior high school. LUKU was formed on the basis of reasons during the COVID-19 pandemic and the home learning policy made children often focused on gadgets and lacked developmental stimulation according to their stage of development. Even though it is the age of these children that the stimulation of creativity is needed. The needs analysis in the LUKU community is that there is a need for developmental stimulation that hones creativity and is also connected to technology (because these children generally have gadgets, but have not been developed optimally according to children's creativity). Therefore, a service program was carried out to stimulate the creativity of the children of the Luku Community through traditional augmented reality-based games. Some of the stages that have been running include socialization, self-learning, and mentoring. The children and parents of the luku community participated in this activity very enthusiastically and always actively participated. Keywords: Creative Incubator, Traditional Games, Augmented Reality

Nilai Artistik Bentuk dan Makna Motif Batik Geblek Renteng di Sembung Batik Barriyah, Insanul Qisti; Rahayu, Nova
CILPA Vol 8 No 1 (2023): Januari
Publisher : Universitas Sarjanawiyata Tamansiswa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30738/cilpa.v8i1.14650

Penelitian ini bertujuan untuk mendeskripsikan proses pembuatan motif batik geblek renteng di Sembung Batik dan Mendeskripsikan nilai artistik batik motif geblek renteng di Sembung Batik. serta mendeskripsikan bentuk dan makna motif batik geblek renteng di Sembung Batik. Penelitian ini dilaksanakan di Sembung Batik, Sembungan, Gulurejo, Lendah, Kulon Progo, Yogyakarta. Dalam penelitian ini menggunakan metode penelitian kualitatif deskriptif karena menggambarkan, menceritakan, serta memaparkan data secara sistematis. Variabel dalam penelitian ini adalah Nilai Artistik Bentuk dan Makna Motif Batik Geblek Renteng di Sembung Batik. Subjek pada penelitian ini adalah motif batik geblek renteng di Sembung Batik, Sembungan, Gulurejo, Lendah, Kulonprogo sedangkan, objek penelitian ini adalah nilai artistik bentuk dan makna yang terdapat pada motif geblek renteng di Sembung Batik. Pengumpulan data penelitian ini melalui studi pustaka, observasi, wawancara, dokumentasi. Teknis analisis data dalam penelitian ini menggunakan reduksi data, penyajian data dan kesimpulan. Dari hasil penelitian dapat disimpulkan bahwa (1) Proses pembuatan motif batik geblek renteng di Sembung Batik masih menggunakan cara-cara tradisional karena masih menggunakan alat tradisional (2) Nilai artistik dari motif batik geblek renteng di Sembung Batik terletak pada irama dan kesatuannya serta unsur motifnya seperti cecek, motif, warna dan garis (3) Bentuk dari motif batik geblek renteng di Sembung Batik seperti angka delapan sedangkan maknanya sebagai pemberi rezeki yang tidak akan putus-putus. Abstract: The purpose of this research is: (1) to describe the process of making geblek jointly batik motifs in Sembung Batik, (2) to describe the artistic value of geblek jointly batik motifs in Sembung Batik, (3) to describe the shape and meaning of geblek jointly batik motifs in Sembung Batik. This research was conducted in Sebung Batik, Sembungan, Gulurejo, Lendah, Kulon Progo, and Yogyakarta. This research uses the descriptive qualitative research method because it describes, tells, and describes the data systematically. The variables in this study are the artistic value of the form and meaning of the Geblek Renteng batik motif in Sembung Batik. The subject of this research is the geblek renteng batik motif in Sembung Batik, Sembungan, Gulurejo, Lendah, and Kulon Progo while the object of this research is the artistic value of the form and meaning contained in the geblek renteng motif in Sembung Batik. This research data was collected through literature study, observation, interviews, and documentation. Technical analysis of data in this study using data reduction, data presentation, and conclusions. From the results of the study, it can be concluded that (1) The process of making geblek jointly batik motifs in Sembung Batik still uses traditional methods because it still uses traditional tools, (2) The artistic value of the geblek jointly batik motifs in Sembung Batik lies in the rhythm and unity and elements of the motif such as cecek, motifs, colors and lines (3) The shape of the geblek batik motif in Sembung Batik is like the number eight, while the meaning is as a giver of sustenance that will not falter.

Cerita Roro Jonggrang Sebagai Ide Penciptaan Motif Batik Tulis Untuk Busana Wanita TrI Astuti, Erma; Barriyah, Insanul Qisti
CILPA Vol 10 No 1 (2025): January
Publisher : Universitas Sarjanawiyata Tamansiswa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30738/cilpa.v10i1.16902

ABSTRAK Penelitian ini bertujuan melestarikan batik sekaligus cerita Roro Jonggrang dalam sajian karya seni. Dari alur cerita tersebut diciptakan motif batik tulis dengan sketsa gambar adegan-adegan didalam cerita Roro Jonggrang. Kemudian diwujudkan dalam bentuk busana wanita. Metode yang digunakan dalam proses penciptaan karya ada tahapan yaitu eksplorasi ide, konsep, visual, estetik, bentuk, media, teknik, dan sumber. Teknik yang digunakan dalam pembuatan batik adalah batik tulis. Teknik pewarnaan menggunakan teknik coletan dengan zat warna remasol. Hasil penciptaan karya seni batik ini mewujudkan inovasi baru, berupa busana dengan motif batik dengan gambar adegan cerita Roro Jonggrang. Karya seni tersebut diciptakan dengan teknik batik tulis. Penciptaan karya ini menghasilkan 8 busana wanita yang berjudul Peperangan Pranbanan dan Pengging, Bandung terpikat Roro Jonggrang, Permintaan Roro Jonggrang, Sumur Jalatunda, Membangun 1000 Candi, Tipu Muslihat Roro Jonggrang, Tertipu, Roro Jonggrang Candi ke-1000.Karya disajikan dengan perbedaan motif dan variasi warna pada ke delapan karya dan memiliki makna di setiap karyanya. Karya disajikan dengan warna-warna yang beragam sehingga memiliki nilai keindahan dan motif yang artistik untuk menjadi busana siap pakai. Abstract The creation of the final project is not a thesis with the title "The Story of Roro Jonggrang as an Idea for the Creation of Written Batik Motifs for Women's Clothing". The purpose of this research aims to preserve batik as well as the story of Roro Jonggrang in the presentation of works of art. From the storyline, a written batik motif was created with sketches of scenes in the Roro Jonggrang story. Then realized in the form of women's clothing. The method used in the process of creating the work is the exploration of ideas, concepts, visuals, aesthetics, forms, media, techniques, and sources. The technique used in making batik is written batik. The coloring technique uses coletan technique with remasol dye. The results of the creation of this batik art work embody new innovations, in the form of clothing with batik motifs with images of the Roro Jonggrang story scene. The artwork was created using written batik technique. The creation of this work produced 8 women's clothing entitled Pranbanan and Pengging Warfare, Bandung captivated by Roro Jonggrang, Roro Jonggrang's Request, Jalatunda Well, Building 1000 Temples, Roro Jonggrang's Deception, Deceived, Roro Jonggrang 1000th Temple. The work is presented with different motifs and color variations in the eight works. So that it has a meaning in each work. The works are presented with various colors so that they have beauty value and interesting motifs to become ready-to-wear clothing.

Nilai Artistik Dan Makna Filosofi Motif Batik Tradisional Madana Batik Gallery Imogiri Yogyakarta Ramadani, Siti Mutiara; Barriyah, Insanul Qisti; Rachdantia, Dheasari
CILPA Vol 9 No 2 (2024): July
Publisher : Universitas Sarjanawiyata Tamansiswa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30738/cilpa.v9i2.17761

Abstrak Batik adalah salah satu budaya yang diakui dunia sejak tanggal 2 Oktober 2009, UNESCO menetapkan bahwa batik Indonesia sebagai mahakarya warisan budaya Indonesia. Di Giriloyo, Imogiri, Yogyakarta terdapat beberapa industri batik, salah satunya Madana Batik Gallery. Tujuan dalam penelitian ini adalah: (1) Mendeskripsikan letak nilai artistik motif batik tradisional karya Madana Batik Gallery. (2) Mendeskripsikan macam-macam motif batik trandisional karya Madana Batik Gallery beserta makna filosofinya. Dalam penelitian ini menggunakan metode penelitian deskriptif kualitatif. Subjek penelitian ini adalah motif batik karya Madana Batik Gallery, Imogiri, Yogyakarta. Sedangkan objek penelitian ini adalah nilai artistik dan makna filosofi yang terdapat pada motif batik tradisional karya Madana Gallery. Dari hasil penelitian ini dapat disimpulkan (1) Motif batik tradisional karya Madana Batik Gallery tergolong batik klasik yang memiliki makna filosofi yang mendalam bagi kehidupan. (2) Nilai artistik dalam motif batik tradisional karya Madana Batik Gallery terletak pada penyusunan motifnya dan juga terletak pada warna nya. (3) Orang zaman dahulu menciptakan sebuah motif bukan hanya untuk dilihat keindahannya saja, akan tetapi mereka juga mencari dan menyusun makna yang memiliki keterkaitan dengan kehidupan. (4) Pemahaman terhadap nilai artistik dan makna filosofi motif batik tradisional sangat penting bagi seluruh masyarakat Indonesia. Abstract Batik is a culture that is recognized worldwide. Since 2 October 2009, UNESCO designated Indonesian batik as a masterpiece of Indonesian cultural heritage. In Giriloyo, Imogiri, Yogyakarta, there are several batik industries, one of which is Madana Batik Gallery. The objectives of this research are: (1) To describe the artistic value of traditional batik motifs created by Madana Batik Gallery. (2) Describe the various traditional batik motifs created by Madana Batik Gallery along with their philosophical meaning. This research uses a qualitative descriptive research method. The subject of this research is batik motifs by Madana Batik Gallery, Imogiri, Yogyakarta. Data collection went through the stages of observation, interviews, documentation and literature study. The data analysis technique in this research uses data reduction, data presentation and drawing conclusions or verification. From the results of this research it can be concluded (1) The traditional batik motifs created by Madana Batik Gallery are classified as classic batik which have a deep philosophical meaning for life (2) The artistic value in the traditional batik motifs created by Madana Batik Gallery lies in the arrangement of the motifs which contain the principles of fine art and it also lies in the color (3) Ancient people created motifs not only to see their beauty, but they also sought and compiled meaning that was related to life. (4) Understanding the artistic value and philosophical meaning of traditional batik motifs for is very important the Indonesian people.

Nilai Artistik Bentuk dan Makna Motif Batik Geblek Renteng di Sembung Batik Barriyah, Insanul Qisti; Rahayu, Nova
CILPA Vol 8 No 1 (2023): Januari
Publisher : Universitas Sarjanawiyata Tamansiswa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30738/cilpa.v8i1.14650

Penelitian ini bertujuan untuk mendeskripsikan proses pembuatan motif batik geblek renteng di Sembung Batik dan Mendeskripsikan nilai artistik batik motif geblek renteng di Sembung Batik. serta mendeskripsikan bentuk dan makna motif batik geblek renteng di Sembung Batik. Penelitian ini dilaksanakan di Sembung Batik, Sembungan, Gulurejo, Lendah, Kulon Progo, Yogyakarta. Dalam penelitian ini menggunakan metode penelitian kualitatif deskriptif karena menggambarkan, menceritakan, serta memaparkan data secara sistematis. Variabel dalam penelitian ini adalah Nilai Artistik Bentuk dan Makna Motif Batik Geblek Renteng di Sembung Batik. Subjek pada penelitian ini adalah motif batik geblek renteng di Sembung Batik, Sembungan, Gulurejo, Lendah, Kulonprogo sedangkan, objek penelitian ini adalah nilai artistik bentuk dan makna yang terdapat pada motif geblek renteng di Sembung Batik. Pengumpulan data penelitian ini melalui studi pustaka, observasi, wawancara, dokumentasi. Teknis analisis data dalam penelitian ini menggunakan reduksi data, penyajian data dan kesimpulan. Dari hasil penelitian dapat disimpulkan bahwa (1) Proses pembuatan motif batik geblek renteng di Sembung Batik masih menggunakan cara-cara tradisional karena masih menggunakan alat tradisional (2) Nilai artistik dari motif batik geblek renteng di Sembung Batik terletak pada irama dan kesatuannya serta unsur motifnya seperti cecek, motif, warna dan garis (3) Bentuk dari motif batik geblek renteng di Sembung Batik seperti angka delapan sedangkan maknanya sebagai pemberi rezeki yang tidak akan putus-putus. Abstract: The purpose of this research is: (1) to describe the process of making geblek jointly batik motifs in Sembung Batik, (2) to describe the artistic value of geblek jointly batik motifs in Sembung Batik, (3) to describe the shape and meaning of geblek jointly batik motifs in Sembung Batik. This research was conducted in Sebung Batik, Sembungan, Gulurejo, Lendah, Kulon Progo, and Yogyakarta. This research uses the descriptive qualitative research method because it describes, tells, and describes the data systematically. The variables in this study are the artistic value of the form and meaning of the Geblek Renteng batik motif in Sembung Batik. The subject of this research is the geblek renteng batik motif in Sembung Batik, Sembungan, Gulurejo, Lendah, and Kulon Progo while the object of this research is the artistic value of the form and meaning contained in the geblek renteng motif in Sembung Batik. This research data was collected through literature study, observation, interviews, and documentation. Technical analysis of data in this study using data reduction, data presentation, and conclusions. From the results of the study, it can be concluded that (1) The process of making geblek jointly batik motifs in Sembung Batik still uses traditional methods because it still uses traditional tools, (2) The artistic value of the geblek jointly batik motifs in Sembung Batik lies in the rhythm and unity and elements of the motif such as cecek, motifs, colors and lines (3) The shape of the geblek batik motif in Sembung Batik is like the number eight, while the meaning is as a giver of sustenance that will not falter.

Cerita Roro Jonggrang Sebagai Ide Penciptaan Motif Batik Tulis Untuk Busana Wanita TrI Astuti, Erma; Barriyah, Insanul Qisti
CILPA Vol 10 No 1 (2025): January
Publisher : Universitas Sarjanawiyata Tamansiswa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30738/cilpa.v10i1.16902

ABSTRAK Cerita Rakyat di Indonesia digunakan untuk menghibur atau menceritakan sesuatu yang di masa lampau dan mengajarkan nilai-nilai moral. Penelitian ini bertujuan melestarikan batik sekaligus cerita Roro Jonggrang dalam sajian karya seni. Dari alur cerita tersebut diciptakan motif batik tulis dengan sketsa gambar adegan-adegan didalam cerita Roro Jonggrang. Kemudian diwujudkan dalam bentuk busana wanita. Metode yang digunakan dalam proses penciptaan karya ada tahapan yaitu eksplorasi ide, konsep, visual, estetik, bentuk, media, teknik, dan sumber. Teknik yang digunakan dalam pembuatan batik adalah batik tulis. Teknik pewarnaan menggunakan teknik coletan dengan zat warna remasol. Hasil penciptaan karya seni batik ini mewujudkan inovasi baru, berupa busana dengan motif batik dengan gambar adegan cerita Roro Jonggrang. Karya seni tersebut diciptakan dengan teknik batik tulis. Penciptaan karya ini menghasilkan 8 busana wanita yang berjudul Peperangan Pranbanan dan Pengging, Bandung terpikat Roro Jonggrang, Permintaan Roro Jonggrang, Sumur Jalatunda, Membangun 1000 Candi, Tipu Muslihat Roro Jonggrang, Tertipu, Roro Jonggrang Candi ke-1000.Karya disajikan dengan perbedaan motif dan variasi warna pada ke delapan karya dan memiliki makna di setiap karyanya. Karya disajikan dengan warna-warna yang beragam sehingga memiliki nilai keindahan dan motif yang artistik untuk menjadi busana siap pakai. Abstract Indonesian Folklore is used to entertain or tell stories from the past and teach moral values. The creation of the final project is not a thesis with the title "The Story of Roro Jonggrang as an Idea for the Creation of Written Batik Motifs for Women's Clothing". The purpose of this research aims to preserve batik as well as the story of Roro Jonggrang in the presentation of works of art. From the storyline, a written batik motif was created with sketches of scenes in the Roro Jonggrang story. Then realized in the form of women's clothing. The method used in the process of creating the work is the exploration of ideas, concepts, visuals, aesthetics, forms, media, techniques, and sources. The technique used in making batik is written batik. The coloring technique uses coletan technique with remasol dye. The results of the creation of this batik art work embody new innovations, in the form of clothing with batik motifs with images of the Roro Jonggrang story scene. The artwork was created using written batik technique. The creation of this work produced 8 women's clothing entitled Pranbanan and Pengging Warfare, Bandung captivated by Roro Jonggrang, Roro Jonggrang's Request, Jalatunda Well, Building 1000 Temples, Roro Jonggrang's Deception, Deceived, Roro Jonggrang 1000th Temple. The work is presented with different motifs and color variations in the eight works. So that it has a meaning in each work. The works are presented with various colors so that they have beauty value and interesting motifs to become ready-to-wear clothing.

Nilai Artistik Dan Makna Filosofi Motif Batik Tradisional Madana Batik Gallery Imogiri Yogyakarta Ramadani, Siti Mutiara; Barriyah, Insanul Qisti; Rachdantia, Dheasari
CILPA Vol 9 No 2 (2024): July
Publisher : Universitas Sarjanawiyata Tamansiswa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30738/cilpa.v9i2.17761

Abstrak Batik adalah salah satu budaya yang diakui dunia sejak tanggal 2 Oktober 2009, UNESCO menetapkan bahwa batik Indonesia sebagai mahakarya warisan budaya Indonesia. Di Giriloyo, Imogiri, Yogyakarta terdapat beberapa industri batik, salah satunya Madana Batik Gallery. Tujuan dalam penelitian ini adalah: (1) Mendeskripsikan letak nilai artistik motif batik tradisional karya Madana Batik Gallery. (2) Mendeskripsikan macam-macam motif batik trandisional karya Madana Batik Gallery beserta makna filosofinya. Dalam penelitian ini menggunakan metode penelitian deskriptif kualitatif. Subjek penelitian ini adalah motif batik karya Madana Batik Gallery, Imogiri, Yogyakarta. Sedangkan objek penelitian ini adalah nilai artistik dan makna filosofi yang terdapat pada motif batik tradisional karya Madana Gallery. Dari hasil penelitian ini dapat disimpulkan (1) Motif batik tradisional karya Madana Batik Gallery tergolong batik klasik yang memiliki makna filosofi yang mendalam bagi kehidupan. (2) Nilai artistik dalam motif batik tradisional karya Madana Batik Gallery terletak pada penyusunan motifnya dan juga terletak pada warna nya. (3) Orang zaman dahulu menciptakan sebuah motif bukan hanya untuk dilihat keindahannya saja, akan tetapi mereka juga mencari dan menyusun makna yang memiliki keterkaitan dengan kehidupan. (4) Pemahaman terhadap nilai artistik dan makna filosofi motif batik tradisional sangat penting bagi seluruh masyarakat Indonesia. Abstract Batik is a culture that is recognized worldwide. Since 2 October 2009, UNESCO designated Indonesian batik as a masterpiece of Indonesian cultural heritage. In Giriloyo, Imogiri, Yogyakarta, there are several batik industries, one of which is Madana Batik Gallery. The objectives of this research are: (1) To describe the artistic value of traditional batik motifs created by Madana Batik Gallery. (2) Describe the various traditional batik motifs created by Madana Batik Gallery along with their philosophical meaning. This research uses a qualitative descriptive research method. The subject of this research is batik motifs by Madana Batik Gallery, Imogiri, Yogyakarta. Data collection went through the stages of observation, interviews, documentation and literature study. The data analysis technique in this research uses data reduction, data presentation and drawing conclusions or verification. From the results of this research it can be concluded (1) The traditional batik motifs created by Madana Batik Gallery are classified as classic batik which have a deep philosophical meaning for life (2) The artistic value in the traditional batik motifs created by Madana Batik Gallery lies in the arrangement of the motifs which contain the principles of fine art and it also lies in the color (3) Ancient people created motifs not only to see their beauty, but they also sought and compiled meaning that was related to life. (4) Understanding the artistic value and philosophical meaning of traditional batik motifs for is very important the Indonesian people.

Factors affecting online purchase intention of handcraft products: moderation of lifestyle Triyono, Triyono; Susanto, Moh. Rusnoto; Barriyah, Insanul Qisti; Sofyan, Yayan; Saehu, Muh. Syaiful
IQTISHADUNA: Jurnal Ilmiah Ekonomi Kita Vol 14 No 1 (2025): IQTISHADUNA: Jurnal Ilmiah Ekonomi Kita - June
Publisher : LPPM ISNJ Bengkalis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46367/iqtishaduna.v14i1.2446

Purpose – This study aims to analyze the influence of digital marketing, brand image, and product variety on online purchase intentions of handicraft products moderated by lifestyle. Method – This study uses a quantitative method and a causally associative approach. Customers who made purchases of handcraft products in PT. Indo Risakti was the population in this study. The research sample comprised 155 respondents, measured using the Hair et al. approach and the purposive sampling technique. The survey method is used in data collection by providing online questionnaires to respondents to fill out. The data analysis technique used partial least squares-structural equality modeling (PLS-SEM) with SmartPLS as a statistical tool. Findings – The research findings show that brand image and lifestyle positively affect the interest in buying handicraft products online. In contrast, digital marketing and product variants do not affect the interest in buying handicraft products online. Lifestyle can strengthen the influence of digital marketing, brand image, and product variations on the interest in buying handicraft products online. Implications – Theoretically, this research has implications for enriching scientific literature on consumer behavior in online shopping, especially for handicraft products. Practically, it can guide business actors to develop more effective marketing strategies. Market segmentation based on lifestyle can help businesses target more appropriate and relevant consumers.

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