TAF PUBLISHING

Batik industry has been growing well since the enclosure of batik by UNESCO (United Nations Education, Scientific and Cultural Organization) in "Intangible Cultural Heritage of Humanity" items on September 30, 2009. However, many local batik in Indonesia do not concern about their brand and leave them far away behind the superior brand of existing batik in the market, including Batik Banten. This study was carried out in Tangerang focusing on the brand of Batik Banten. This study aims to determine the effect of brand awareness, brand association, perceived quality, brand loyalty and uniqueness towards customer’s loyalty. The study is also to identify the brand existence of Batik Banten through analyzing its strengths, weaknesses, opportunity and threat. The 203 respondents were the batik lovers in Tangerang and their data were collected by using survey method. The Regression Analysis wasused in this study with the aim to prove the hypothesis of the influence of variables Brand Awareness (X1), Brand Association (X2), Perceived Quality (X3), Brand Loyalty, and Uniqueness (X4) that are partially or jointly against Consumer Loyalty (Y). Results of regression calculation show that the value of Adjusted R Square is 0.211. This shows that only by 21.1%, Consumer Loyalty in the purchase of the Batik Bantenis affected by variations of the four independent variables, namely Brand Awareness (X1) , Brand Association (X2) , Perceived Quality (X3) , Brand Loyalty (X4) and Uniqueness (X5). The remaining 79,1% was influenced by other variables which are not examined in the research. The study also provides a contribution to the better strategy implementation to Batik Banten owner and local government to increase the brand equity of Batik Banten towards consumers’ loyalty.