Influence of Fashion Involvement, Attitude, and Price, Toward Purchase Intention of Ethnic Weaving

Ethnic weaving from Indonesia is one of the ethnic fabrics that have very high cultural value. Indeed, ikat weaving is not as popular as batik, but the beauty and cultural philosophy contained in the ikat weaving is not inferior to batik. The weaving industry in Indonesia has long been developed and became a unique characteristic. Ikat weaving has developed in each tribe in Indonesia from generation to generation as an activity to preserve traditional arts. The purpose of this research is to identify and examine the influences of fashion involvement, attitude toward purchasing behavior, price, toward purchase intention of ikat weaving. The type of research is quantitative and the data collection method used is a questionnaire survey. In this study, data were collected from 125 respondents who are people with an interest in ikat weaving. This study uses PLS-SEM to test the data. This research proved that both attitude toward purchasing behavior and price have positive influences on purchase intention of ikat weaving. Fashion Involvement has a positive influence on attitude toward purchasing behavior. Lastly, attitude toward purchasing behavior has a mediating influence on the relationship between fashion involvement and purchase intention of ikat weaving.


INTRODUCTION
Ikat weaving from Indonesia is one of the ethnic fabrics that have very high cultural value. Indeed, ikat weaving is not as popular as batik, but the beauty and cultural philosophy contained in the ikat weaving is not inferior to batik. If Batik has been recognized by UNESCO as one of Indonesia's cultural heritages, the next will be ikat weaving. However, fame of ikat weaving is still inferior when compared to batik as clothing material used by the community. This is due to the difficulty of ikat weavings found in the market and the absence of government intervention in efforts to introduce and preserve ikat weavings to the fullest (Marcute, 2018).
Although not as popular as batik, but the ikat weaving has its uniqueness. The uniqueness of ikat weaving lies in the manufacturing process. To make a beautiful ikat weaving, craftsman weaving takes months. This is because the equipments used for weaving are still using manual techniques. The difficulty of the process of making ikat weaving, causes the availability of ikat weaving in the market is not many and the Price for a piece of ikat weaving is quite expensive so that not everyone can afford it (Marcute, 2018). In contrast to Batik, ikat weaving is made by combining yarn vertically and horizontally, alternately by using techniques that resemble weaving. The yarn used to weave has previously been dyed with a variety of natural colors to form decorative patterns and styles that have a high meaning and philosophy that represent the customs and culture of the local area (Marcute, 2018).
Nusa Tenggara Timur (NTT) is a province in Indonesia which is rich in cultural heritage and natural beauty. The weaving industry in NTT has long been developed and became a unique characteristic of every region in NTT, namely Flores, Sumba, Timor, Rote and Alor. Weaving has developed in each tribe in East Nusa Tenggara from generation to generation as an activity to preserve traditional arts. Weaving is seen as a valuable family property that has high value. In ancient times, ikat weaving was made as ordinary clothing. It then evolves for traditional needs such as traditional ceremonies, dances, weddings, and parties. Today, ikat weaving is commonly used as a shawl, sarong, blanket, to clothing.
The diverse motifs on each sheet of fabric are unique to their stories. This is the main attraction in the eyes of NTT weaving lovers. Products made from weaving have now become a new style in the community, so it is not uncommon to find the use of NTT ikat weaving products at every event, both formal and informal. A large number of NTT weaving enthusiasts makes ordinary people until entrepreneurs compete to create NTT weaving products to attract consumers (Reporter Satuharapan, 2019).

Hypothesis development
In Ajzen (2011) and Chetioui (2020), Purchase Intention is described as a direct function of attitudes, subjective norms and control over behavior, that is consistent with TPB. Attitude toward purchasing behavior prompts an assessment of the individual's likes or dislikes of the selected behavior. This idea shows that the more positive the attitude toward certain behaviors, the stronger the individual's intention to implement it (Chetioui, 2020).
The results of previous research by Amaral (2019) which stated that attitude toward behavior is positively related to the intention to buy NTT ikat weaving for the millennial generation in the city of Kupang. Effects of Attitude Toward Purchasing Behavior toward Purchase Intention can be inconsistent and can vary, due to different factors such as environmental, social, cultural, and others etc. As a result, this paper hypothesizes that: H1: Attitude Toward Purchasing Behavior has a positive influence on Purchase Intention of NTT ikat weaving.
Price is one of the important variables that influence purchase behavior. This is one of the most helpful factors in determining purchasing behavior. Prices are significantly and positively related to consumer confidence and actual buying behavior, and maximize the results of Price promotions on consumer confidence and actual purchasing behavior (AL-EKAM, 2016). The results of previous research by Nirushan (2017) found that Price have significant impact on Purchase Intention of organic food products. As a result, this paper hypothesizes that: H2: Price has a positive influence on Purchase Intention of NTT ikat weaving.
According to the study of Sultana (2016) Fashion Involvement involves a person's involvement with a product of clothing because of its needs, interests, and values (Hidayati, 2019). Fashion product is considered a high engagement product that customers tend to look for information from a variety of sources before making a purchase decision because it involves money and is related to the consumer's personal identity. The results of previous research conducted by Farrag (2017) found that Fashion involvement has a positive influence on attitude toward purchasing luxury brands amongst Qatari youth. As a result, this paper hypothesizes that: H3: Fashion Involvement has a positive influence on Attitude Toward Purchasing Behavior.
The relationship between Fashion Involvement and the NTT ikat weaving is not directly linked to each other in any research article, but there is one journal that deals with this as researchers have discovered. In addition, because the relationship between Fashion involvement and Purchase Intention is always mediated through Attitude Toward Purchasing Behavior in previous studies and has not been tested before, this study will define the relationship between Fashion Involvement and Purchase Intention of NTT ikat weaving and that can also be used in this study.
The results of previous research by Wulandari (2015) found that the role of mediating attitude of consumer knowledge influence toward Purchase Intention of green product have a positif effect. Suhud, Allan, Wiratama & Maulida (2020) found that there was a significant influence of Fashion Involvement on ethical Purchase Intention. As a result, this paper hypothesizes that: H4: Attitude Toward Purchasing Behavior mediates the relationship between Fashion Involvement and Purchase Intention of NTT ikat weaving.

RESEARCH METHOD
This research utilized quantitative study. The source of data in this research was primary obtained from questionnaire survey via Google form to people with some interest in NTT ikat weaving. The survey used a five-point Likert scale (for ranking one means strongly disagree to rank five means to strongly agree). This research used Structural Equating Modeling (SEM) technique for data analysis, with Partial Least Square (PLS) approach.

Population, Sample, and Sampling Techniques
This research used a non-probability sampling method with a purposive sampling technique. The population in this research was people with some interest in the fashion product of NTT ikat weaving. Following Hair et al. (2014) for sample measurements to achieve a statistical power of 80% for detecting R square values of at least 0.10 (with a 5% probability of error), the sample size of this research was 125 respondents. In term of the characteristics, the respondents were those who have interest in NTT ikat weaving, ever bought NTT ikat weaving, adults with over 20 years old. The distribution of Google form questionnaire was conducted online via social media applications such as WhatsApp, Line, and Instagram. Of the 125 questionnaires, according to gender characteristic, most of the respondents was female (75.2%) and the male respondents was at 24.8%. respondents aged 20-30 years old (44.8%), 31-40 years old (28.8%), and above 40 years old (26.4%). Respondents came from a variety of different occupational backgrounds, such as students, civil servants, private workers, and other occupations (housewives, teachers, journalists, excavator operators, photographers, police officers, technicians, and entrepreneurs).

Variables Identification
Based on the results in Table 1, respondents with highest interest in NTT ikat weaving were those aged 20-30 years old. It was also found women were more interested in purchasing NTT ikat weaving. This can happen because women are in general more familiar with the use of fashion products such as shoes, clothing, beauty care, and others.
In the following table results from the hypotheses testing are presented. Table 2. Hypothesis Testing H1: the result of research hypothesis testing between Attitude Toward Purchasing Behavior (y1) and Purchase Intention (y2) produce significant influence, with path coefficient of 0.454 and significant p-value of 0.000 ≤ 0.5. Based on this result, it can be concluded that Attitude Toward Purchasing Behavior has positive influence toward Purchase Intention NTT ikat weaving. Therefore, the first hypothesis is accepted.
H2: the result of research hypothesis testing between Price (x2) and Purchase Intention (y2) produce significant influence with path coefficient of 0.463 and significant p-value of 0.000 ≤ 0.5. Based on this result, it can be concluded that Price has positive influence toward Purchase Intention of NTT ikat weaving. Therefore, the second hypothesis is accepted.
H3: the result of research hypothesis testing between Fashion Involvement (x1) and Attitude Toward Purchasing Behavior (y1) produce significant influence with path coefficient of 0.463 and significant p-value of 0.000 ≤ 0.5. Based on this result, it can be concluded that Fashion Involvement has positive influence toward Attitude Toward Purchasing Behavior. Therefore, the third hypothesis is accepted.
H4: the result of research hypothesis testing between Fashion Involvement (x1) and Purchase Intention (y2) produce significant influence with path coefficient of 0.210 and significant p-value of 0.002 ≤ 0.5. Based on this result, it can be concluded that Fashion Involvement has positive relationship toward Purchase Intention of NTT ikat weaving in which Attitude Toward Purchasing Behavior acts as an intermediary for the influence. Therefore, the fourth hypothesis is accepted.
The results of this research shown that all of the four proposed hypotheses are accepted. Further explanations about the hypothesis are given in the following. The influence of Attitude Toward Purchasing Behavior on Purchase Intention is positive, means higher level of Attitude Toward Purchasing Behavior will increase customers' intention to purchase NTT ikat weaving. NTT ikat weaving has their own uniqueness that can attract customer to buy it. Consumers feel confident when wearing clothes or accessories which is derived from NTT ikat weaving and give a different impression on the appearance of NTT ikat weaving users compared to others. This result is in accordance with the previous research by Amaral (2020).
Next, the influence of Price on Purchase Intention is positive. Price is regarded as a factor that can influence customer intention to purchase NTT ikat weaving. It shows that consumers tend not to think about how expensive is the price when buying NTT ikat weaving, because they think the quality of NTT ikat weaving is comparable with the price. Hence, Price here is considered to have a positive role. If it is a signal for positive product attributes, such as quality, then higher Price has a positive effect on purchasing behavior.
Consumers of NTT ikat weaving are more concerned with the quality of weaving. Consumers accepted that better quality of weaving, more motifs, and more complicated work techniques, means higher price for NTT ikat weaving. In other words, consumers think NTT ikat weaving is something of value that is worth to buy. This research results is in accordance with the previous research by Lutfiati (2018). The research shows that Price has a positive effect on consumer interest in NTT ikat weaving in Sentra Ina Ndao, Kupang City.
The influence of Fashion Involvement on Attitude Toward Purchasing Behavior is positive. Higher level of Fashion Involvement will support higher level of Attitude Toward Purchasing Behavior of NTT ikat weaving. Higher consumer interest in fashion are associated with higher preference to buy NTT ikat weaving. This is due to the attractive motifs of NTT ikat weaving. Moreover, consumers feel that buying NTT ikat weaving as a fashion item is a right choice because of its uniqueness. This result is in accordance with the previous research by Farrag (2017). The research shows that Attitude Toward Purchasing Behavior has positively associated with the Purchase Intention of luxury brands among the Qatari youths.
The role of Attitude Toward Purchasing Behavior in mediating the influence of Fashion Involvement toward Purchase Intention is proven. Consumers are influenced by Fashion Involvement in making the decision to buy NTT ikat weaving, with the information that has been obtained and after some consideration consumers will purchase NTT ikat weaving. In this regard, the relationship between Fashion Involvement and Purchase Intention must pass through the mediating role of Attitude Toward Purchasing Behavior. This result is in accordance with the previous research by Hashmi et al. (2016).

CONCLUSION AND LIMITATION
Purchase intention is the sum total of cognitive, affective and behavioral towards adoption, purchase, and use of the product, services, ideas or certain behaviors. In this study, there are three independent variables namely Fashion Involvement, Price, and Attitude Toward Purchasing Behavior. This research was conducted to determine whether these three variables have an influence on consumer Purchase Intention, with also testing whether Attitude Toward Purchasing Behavior acts as a mediator.
The purpose of this research is to identify and examine the positive impact of Influence of Fashion Involvement, Attitude Toward Purchasing Behavior, Price, Toward Purchase Intention of NTT ikat weaving. In this case, Attitude Toward Purchasing Behavior acts as a mediating variable.
The results concluded that Attitude Toward Purchasing Behavior is proven to have a significant and positive influence on Purchase Intention. The better the assessment, the better the intention generated later. In the second conclusion, it can be drawn that Price is proven to have a significant and positive influence on Purchase Intention. In this sense, Price acts as a signal for positive product attributes.
The third conclusion, Fashion Involvement is proven to have a significant and positive effect on Attitude Toward Purchasing Behavior. Customers who are often involved in fashion want to stay abreast of the latest fashion trends. moreover, the fourth conclusion can be drawn that Fashion Involvement is proven to have a significant and positive effect on Purchase Intention through Attitude Toward Purchasing Behavior. Attitude Toward Purchasing Behavior can positively mediate the effect of Fashion Involvement on Purchase Intention. If Fashion Involvement is linked directly to Purchase Intention the results remain significant. The respondent's response on Fashion Involvement can determine the level of Purchase Intention.
For the next researches, it is suggested to add more exogenous variables, also to increase the number of the respondents. For practitioners in the field, craftsmen and sellers of NTT ikat weaving need to pay attention to the factor of Fashion Involvement in increasing the product sales by adjusting the design of motifs and colors in order to be applied or used for various fashion products. Maintenance and improvement of the product quality are also highly suggested. The innovations should not be too excessive so as not to eliminate the authenticity of the ikat weaving motif. NTT ikat weaving makers should be able to see the growing trends in society in order to create products with unique designs.