Abstract
Batik, as one of Indonesia's original product, is currently experiencing rapid growth in the fashion industry. This can be seen from the emergence of various kinds of fashion products made from batik cloth. In this study, the types of batik cloth will be divided according to the manufacturing process which are stamped batik, hand-drawn batik, and painted batik. This selection aims to provide a more detail description for the concept of product personality for each batik cloth. Product personality is a set of personality traits used by people to describe a product to distinguish it from other products. Based on the results of data processing, these three types of batik cloth turned out to bring different personality values. Stamped batik with its simplicity, hand-drawn batik with modesty, and painted batik with optimistic value. This study also wanted to see the relationship between product personality and purchase intention to prove whether this concept will affect the level of batik sales. The result proved that the value of product personality affects the purchase intention of a person against stamped batik and hand-drawn batik. As for painted batik, product personality has no direct effect. In addition, product personality also affects subjective norms (opinions of people around the prospective buyer) directly in bringing the purchase intention to the types of batik.
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