The business competition for batik in Bangkalan is getting tougher because of the increasing business in batik, to be able to survive one way that can be used is to conduct business development by knowing consumer preferences. This research was conducted to determine the factors that influence consumer preferences of Tanjung Bumi batik in Tresna Art Gallery. Factors that influence consumer preferences can be seen from three things, that is based on product attributes, interests, and customer satisfaction. The sample of this study was 78 respondents with a period of data collection for 4 weeks. The results of the study say there are 3 factors that influence consumer preferences based on attributes that is esthetics, price perception, and price suitability with benefits. Consumer preferences based on interests are also influenced by 3 factors namely, lifestyle, profession, and family, while preferences based on customer satisfaction are only influenced by one factor, is the suitability of expectations. If viewed thoroughly, the factors that most influence consumer preference are conformity of expectations. Based on the results of the study it can be concluded that there are 7 factors that influence consumer preferences of Tanjung Bumi batik in Tresna Art Gallery, that is esthetics, price perception, price suitability with benefits, lifestyle, profession, family, and suitability of consumer expectations. Persaingan usaha batik tulis di Kabupaten Bangkalan semakin ketat karena bertambahnya usaha pada batik tulis, untuk dapat bertahan salah satu cara yang dapat digunakan adalah melakukan pengembangan usaha dengan mengetahui preferensi konsumen. Penelitian ini dilakukan untuk mengetahui faktor-faktor yang mempengaruhi preferensi konsumen batik tulis Tanjung Bumi di Galeri Tresna Art. Faktor yang mempengaruhi preferensi konsumen dapat dilihat dari tiga hal, yaitu berdasarkan atribut produk, kepentingan, serta kepuasan konsumen. Sampel penelitian ini sebanyak 78 responden dengan jangka waktu pengambilan data selama 4 minggu. Hasil penelitian mengatakan terdapat 3 faktor yang mempengaruhi preferensi konsumen berdasarkan atribut yaitu keindahan, persepsi harga, dan kesesuaian harga dengan manfaat. Preferensi konsumen berdasarkan kepentingan jugan dipengaruhi oleh 3 faktor yaitu, gaya hidup, profesi, serta keluarga sedangkan preferensi berdasarkan kepuasan konsumen hanya dipengaruhi oleh satu faktor saja yaitu kesesuaian harapan. Jika dilihat secara menyeluruh faktor yang paling mempengaruhi preferensi konsumen ialah kesesuaian harapan. Berdasarkan hasil penelitian tersebut dapat disimpulkan terdapat 7 faktor yang mempengaruhi preferensi konsumen batik tulis Tanjung Bumi di Galeri Tresna Art, yaitu keindahan, persepsi harga, kesesuaian harga dengan manfaat, gaya hidup, profesi, keluarga dan kesesuaian harapan konsumen
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