<![CDATA[Increasing competition between handmade batik (batik tulis), printed batik products, and modern textile products has led to a decline in the sales performance of Batik Tulis Najma. This condition highlights the need for a deeper understanding of cultural factors that contribute to shaping customer satisfaction in culture-based small and medium enterprises (SMEs). This study aims to analyze, evaluate, and examine the influence of authenticity, cultural value communication, and cultural education on customer satisfaction at Batik Tulis Najma. This study employed a quantitative approach using an explanatory survey design. The research participants consisted of 106 customers of Batik Tulis Najma, while the research instrument was piloted on 30 respondents. Data were collected through a survey method using validated Likert-scale questionnaires. Data analysis was conducted using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with the assistance of the software SmartPLS 4. The findings reveal that authenticity has a positive and significant effect and emerges as the most dominant factor in enhancing customer satisfaction. Cultural value communication was also found to have a significant positive influence on customer satisfaction. Meanwhile, cultural education does not directly affect customer satisfaction but exerts an indirect influence through strengthening perceptions of authenticity and the communication of cultural values. The study concludes that customer satisfaction in culture-based batik industries is largely determined by customers' perceptions of product authenticity and the ability of business owners to effectively communicate the cultural values embedded within their products.]]>
Copyrights © 2026
