Identifying Batik buying behaviour among generation Z in Malaysia towards the marketing strategy development for Batik entrepreneurs

Batik is considered historical traditional wear for Malaysian. The evolution of batik could be seen from the motives, colours and material. The objective of this study is to identify the relationship between several variables of batik buying behaviour among the young adults in Malaysia towards the marketing strategy development. The study aimed to identify the factors that influence Generation Z's buying behaviour towards batik products by using the Theory of Planned Behaviour (TPB). In this study, convenience sampling has been used to identify the buying behaviour of university students aged 19-27 years old. The data gained from the surveys is analysed using Statistical Package for Social Sciences (SPSS) version 28. The results of the multiple regression analysis indicate that the combination of the independent variables such as subjective norms, consumer knowledge, perceived behavioural control and product characteristics, significantly predicts the marketing strategy development. The findings of the study are expected to assist the batik entrepreneurs from Small and Medium-Sized Enterprises (SMEs) in determining the suitable marketing strategy in the context of batik industry with the Generation Z as their target market and the need for batik businesses to focus on product quality and affordability, as well as innovative marketing strategies to attract young consumers to the batik market.