THE EFFECT BETWEEN PRODUCT DESIGN AND ICONIC PRODUCT IN ATTRACTIVENESS ON CULTURAL IDENTITY WITH BUYING DECISION (STUDY ON BATIK CONSUMER MALANG)

This research was discuss about design product and iconic product in attractive for culture identity and buying decision for batik consumer. This research used by quantitative research with explanatory research and PLS. Population is also in Malang City, Malang District, and Batu City areas. The approach in this study has been uses a positivist paradigm, because carried out quantitatively on measuring variable constructs, including product design, iconic product attractiveness, culture identity, and buying decisions that form one construct with another. Moreover, the Malangan Batik coloring process is more attractive if it includes soft colors (sogan, brown, blue) and bright / striking colors (red, orange, green, violet, magenta) both natural dyes and synthetic dyes