THE USAGE OF EIGEN VALUE AND VECTOR TO DETERMINE THE PRIORITY OF FACTORS IN INDONESIAN BATIK PURCHASE

Abstract

Modern batik is one of the fashion trends that are always in demand by the market. When choosing batik, many factors are considered including the type of batik (writing or stamp), fabric material, motif, quality, color, price, and design (model). Of all these factors, the most influencing people in buying batik are prices, motifs, colors, and designs (models). This study used Eigen Values and Vectors to determine the priority of factors that influence batik purchases. To find out the factors that are most in demand by the market among the four factors (price, motif, color, and design), the study was conducted by providing a questionnaire containing a comparison between one factor and another. Respondents write down which factors to choose and give weight to each choice. The next step is to calculate the eigen values and make a decision based on the normalized eigen vector.