<![CDATA[Batik is an intangible cultural heritage recognized by UNESCO and plays an important cultural and economic role in Surakarta. Despite its development, attracting Generation Z remains a challenge due to changing consumer preferences. This study examines the effects of brand image and product quality on batik purchasing decisions among Generation Z in Surakarta. A quantitative approach was applied using survey data from 100 respondents, analyzed through multiple linear regression. The findings reveal that product quality has a positive and significant influence on purchasing decisions, while brand image shows no significant effect. However, both variables jointly influence purchasing decisions. These results indicate that Generation Z places greater emphasis on functional value, design, and perceived quality rather than brand perception alone. Therefore, batik producers should prioritize product quality improvement and design innovation to remain relevant to young consumers. Future studies are encouraged to include additional factors such as price and fashion trends. Keywords: brand image, product quality, purchasing decision]]>
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