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The development of market oriented batik products based on customer buying intention (industrial center of Batik Sragen Indonesia)

The research aims to produce batik product in accordance with the costumers buying intention which has market oriented and to recognise the correlation model of marketing mix (product, price, promotion, distribution) with buying intention at the Industrial Center of Batik (SIB), Masaran District, Sragen, Indonesia. | The development of market oriented batik products based on customer buying intention industrial center of Batik Sragen Indonesia International Journal of Management IJM Volume 11 Issue 3 March 2020 pp. 373 389 Article ID IJM_11_03_040 Available online at http www.iaeme.com ijm issues.asp JType IJM amp VType 11 amp IType 3 Journal Impact Factor 2020 10.1471 Calculated by GISI www.jifactor.com ISSN Print 0976-6502 and ISSN Online 0976-6510 IAEME Publication Scopus Indexed THE DEVELOPMENT OF MARKET ORIENTED BATIK PRODUCTS BASED ON CUSTOMER BUYING INTENTION INDUSTRIAL CENTER OF BATIK SRAGEN INDONESIA Adcharina Pratiwi Asri Laksmi Riani M Harisudin Sarah Rum HP Post Graduate Program Sebelas Maret University of Surakarta Indonesia Corresponding Author Email pratiwiadcharina@gmail.com ABSTRACT The research aims to produce batik product in accordance with the costumers buying intention which has market oriented and to recognise the correlation model of marketing mix product price promotion distribution with buying intention at the Industrial Center of Batik SIB Masaran District Sragen Indonesia. This researchuses exploratory methods and survey methods where two-hundred 200 consumers who understand the problem of batik are being the research samples.The study was conducted from January to August 2019. Data were documented and analyzed using conjoint analysis and SEM analysis. The results showed that the batik products in Sragen Indonesia were very good in quality the prices were affordable and cheap the promotions were quite good and the distribution of Sragen batik was quite broad. There is a significant correlation between marketing mix product price promotion and distribution and market- oriented consumer preferences. It is concluded the product has a correlation of 0.493 price of 0.697 promotion of 0.546 and distribution of 0414 to market-oriented consumer buying intention.Batik products that consumers desire are characterized by 1 Product variables a fabric made from