Batik has unique characteristics that give superiority to the Special Region of Yogyakarta, producing batik that can be processed into batik fractal sheets. This study aims to determine the role of product innovation in order to improve competitiveness through creativity, customer willingness, and price management. This study used a snowball sampling method as many as 200 respondents and analyzed using SEM (Structural Equation Modeling). The results of this study indicate that the creativity variable influences the determination of product innovation by developing a more modern batik design, while the management variable willingness to have an influence on product innovation that is able to sell to international markets with price adjustments for their products while creativity, customer willingness management, and determination price has an influence on product innovation variables that are interrelated with each other.
Volume 11 | 06-Special Issue
Pages: 1067-1074