Increasing The Intention to Buy Batik Gumelem Banjarnegara Using the Web Qual 4.0 Method

Abstract

This study was to analyze the factors that influences the purchase intention of batik Gumelem which is assessed based on service quality of  web qual 4.0, including 3 variables namely usability, information quality, and service interactions. Batik Gumelem entrepreneurs have not able to use technology media optimally so it must be developed and improved, therefore requires improvement knowledge and ability to utilize promotional and marketing with digital media.  Webqual is a method of measuring website quality based on the perception of the end user (society). This method is a development of servqual which was widely used before in measuring service quality. WebQual 4.0 was compiled based on research in three areas, namely: 1. Usability Usability is the quality associated with website design, for example appearance, user convenience, navigation and the image presented to users (Barnes & Vidgen, 2002). 2. Information Quality. Information quality is the quality of the content contained on the website, whether or not the information is appropriate for user purposes such as format accuracy and relevance (Barnes & Vidgen, 2002). 3. Service Interaction, is the quality of service interactions experienced by users when they delve deeper into the website, manifested in trust and empathy. Examples of issues from transaction and information security, product delivery, personalization and communication with website owners (Barnes & Vidgen, 2002). The research paradigm used is quantitative, with a sample some people who have seen the batik Gumelem web. Data collection with questionnaire with target sample of 200 respondents. Measurement scale using Likert. Validity testing using CFA and reliability testing using Cronbach Alpha. The results are usability have positively effect on the intention to buy batik Gumelem, information quality have positively effect on the intention to buy batik Gumelem, and service interactions have positively effect on the intention to buy batik Gumelem