THE INFLUENCE OF SELF-CONCEPT (SELFCONGURITION) BATIK WEARER AND BATIK SYMBOLIC MOTIFS WITH BRAND LOVE IN RELATIONSHIP CLOSENESS (ENGAGEMENT) USE OF BATIK
This research focuses on the relationship between Indonesian Batik wearers' self-congruity, brand love, and customer engagement with their chosen symbolic motifs. Indonesian Batik, a representation of the country's culture, exhibits diverse patterns influenced by local customs, beliefs, and geography. This study employs a causal research method to examine the relationship among Indonesian Batik wearers' self-congruity, brand love, and customer engagement with their selected symbolic motifs. The population in this study comprises all users of Indonesian Batik who wear symbolic Batik motifs. To calculate the required minimum sample size, the author used the Lemeshow formula for an unknown population (Lemeshow et al., 1997). The result is 100 respondents. Recognized as UNESCO's intangible cultural heritage, Batik is an essential part of Indonesian identity. The study explores how self-congruity, wherein a wearer's self-concept aligns with the product's image, influences brand love. Results reveal a significant impact, highlighting actual social self-congruity as most reflective. Correspondingly, brand love, defined as passionate emotional attachment, significantly affects customer engagement. The strongest elements are yearning and conscious attention, indicative of active interest and enthusiasm in learning about and wearing symbolic Batik motifs.
Self-Concept, Self-Congruity, Batik Wearer, Batik Symbolic Motifs, Relationship Closeness.