<![CDATA[This study examines consumer meanings toward the designs and motifs of Batik Diana and their relationship to purchase intention. Batik as a cultural product contains symbolic, aesthetic, and cultural values that can influence how consumers interpret and appreciate the product. This research aims to analyze how consumers interpret Batik Diana’s designs and motifs, identify the factors influencing these meanings, and explain their relationship with consumer purchase intention. The study employed a qualitative descriptive approach with naturalistic and exploratory characteristics. Data were collected through in-depth interviews, direct observation, and documentation involving consumers, artisans, and the owner of Batik Diana. Data analysis was conducted using NVivo to identify themes and patterns emerging from the findings. The results show that consumers interpret Batik Diana not only as clothing products but also as representations of Jambi cultural identity, aesthetic value, philosophical meaning, personal identity, and pride in local culture. Consumer meanings were influenced by personal experience, social environment, social media trends, regional identity, visual aesthetics, knowledge of motifs, and exhibition or promotional activities. The findings also reveal that positive meanings toward Batik Diana contribute to consumers’ purchase intention, reflected through initial attraction, purchasing decisions, and repeat purchases. Therefore, Batik Diana is understood as a cultural symbol whose meanings are shaped through social and cultural experiences within consumer consumption practices.]]>
