Desrkipsi :

The problem of research is that batik Betawi batik classified as newly developed in the capital, thus whether batik Betawi has a strong brand loyalty. Researchers will test brand loyalty through customer satisfaction because of some researchers have contradictory research results. The Betawi Batik motif is more focused on Betawi culture which is influenced by Arabic, Indian, Dutch, and Chinese culture. Ancient Batik Betawi motif is divided into several types, namely Ondel-ondel, Nusa Coconut, Ciliwung, Rasamala, and Salakanegara.Berbeda with motif batik Cirebon, Solo and Yogyakarta which has long been developed.Respondents of this study amounted to 125 people. While research methods through surveys, using SEM analysis tool. The results showed that product quality has no effect on consumer satisfaction but consumer satisfaction influences on brand loyalty batik betawi.

Universitas Esa Unggul

Penulis :

  • Moehammad Unggul Januarko
  • Bugi Satrio Adiwibowo
  • Medina Diyah Kusumawati

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