Examining the Effectiveness of Marketing Mix Components on Market Acceptance towards Natural Dye Products in Indonesia

Abstract Natural dye batik is a popular product in Indonesia, made using natural dyes derived from plants. This unique and authentic product attracts consumers who care about the environment and local culture, making it more preferred than chemical dyes. Research on the potential of natural dye products in Indonesia is important as it has great potential to develop the natural dye industry. Various marketing strategies have been used to market natural dye batik in Indonesia, but empirical testing is needed to understand how these strategies impact purchasing decisions. Studies have shown that consumer attitudes towards the environment, market competition, return rates, pricing strategies, and cultural influences impact optimal levels of environmental friendliness or greenness for products. This study examines the variable influence of marketing mix on the purchase intention of natural dye batik in Indonesia, aiming to contribute to the development of the natural dye industry and provide healthier and environmentally friendly alternatives for consumers using (PLS-SEM). The study concludes that product attributes, price, promotional approach, and place have significant impacts on consumer intention to buy with p-value 0.00, 0.00, and 0.033 below 0.05, and that executives should adopt green marketing strategies to improve consumer recommendations regarding purchase intention.