THE ANALYSIS OF PRODUCT ATTRIBUTE EFFECT UPON CONSUMER DECISION TO PURCHASE PRODUCTS OF SILVER AND GOLD HANDICRAFTS IN DENPASAR BALI

Abstract

Bali is one of the main tourist destinations in Indonesia, Bali is very broad and significant implications for the development in the world of business directly with tourism businesses and supporting tourism, the growth and development of handicraft business in Bali. Most markets in Bali handicraft industry is the export market. Development of handicraft business in Bali, make existing companies to compete and be able to take advantage of opportunities that exist in order to survive. Slowly but surely now commodities gold and silver jewelry become new flagship export of handicrafts from Denpasar, the more so after the rupiah was devalued against the dollar. Advantages of gold and silver handicraft products from Denpasar lies in the quality and the design is very nice, unique and interesting, because the jewelry industry generated by household’s crafts hand made. But that still block the development of marketing or export of gold and silver handicrafts, including import duties of raw materials is high enough, not to mention the taxes to be paid as 10% for jewelry making tax, tax for selling to the retailers 10% and 10% tax on consumers. Keywords: Effect of product, attributes, consumers, decision and customer