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. 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 marketoriented 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 cotton; (b) feature patterned combination of modern-traditional; (c) washed not fade; (d) fabric size of 115 cm x 240 cm; (e) can last 3-5 years; (f) printed batik; (g) contrast color combinations; (h) brand to order; (i) made by a well-known businessman; (j) good quality and affordable prices; (2) Price variables, including: (a) selling price fromRp. 101,000 up to Rp. 250,000 per piece; (b) cash payment system; (c) giving a discount at the time of purchase; (d) lower prices than similar products sold in the market; (3) Promotional variables, including: (a) advertising on social media / internet and making signboards; (b) sold in stores / boutiques and also uses marketing personnel; (c) actively participate in the event; (d) CSR activities; (e) advertising is widely known by the people of Indonesia; (4) Variable distribution, including: (a) sold at every store in all regencies cities in Indonesia; (b) timely delivery of goods; (c) sales can be through online stores; (d) batik products are sold in stores / outlets outside Sragen City.