The Influence of Product Uniqueness on Consumer Satisfaction and Repurchase Intention on Written Batik Consumers in Indonesia

Abstract

Batik is one of the identities for the people of Indonesia. This study examines the effect of the uniqueness of written batik on satisfaction and repurchase intention. The survey was conducted on 200 batik users in Indonesia through an online questionnaire. The analytical tool used is WarpPLS. The results showed that the uniqueness of written batik had a significant effect on satisfaction. The uniqueness of written batik had a significant effect on repurchase intention, and satisfaction had a significant effect on repurchase intention. These results provide recommendations for batik producers to preserve the uniqueness of written batik so that the product image will increase so that consumers are more satisfied and have high repurchase intention.