THE INFLUENCE OF BRAND STORYTELLING ON PURCHASE DECISIONS OF SUKAPURA BATIK WITH LIFESTYLE AS A MODERATING VARIABLE (A STUDY ON GENERATION Z IN TASIKMALAYA)

Batik is one of Indonesia's cultural heritages recognized by UNESCO and must be preserved by the nation's younger generations. However, with modernization and the rapid dissemination of digital information, especially in fashion trends, batik faces challenges in maintaining its relevance among youth, particularly Millennials and Generation Z, who are inseparable from technology and social media in their daily interactions. Generation Z, raised in the digital era, tends to be more interested in fashion that reflects their personal identity and values. Nevertheless, the perception of batik as outdated and formal, coupled with a lack of design variation and engaging promotion, has made it difficult for Sukapura Batik to attract their interest. Therefore, adopting a brand storytelling approach presented in a modern and creative manner can be a solution to this challenge. This study employs a quantitative survey method with a purposive sample of Generation Z individuals who are familiar with or have purchased Sukapura Batik. Linear regression analysis is used to examine the influence of brand storytelling on purchase decisions, while Moderated Regression Analysis (MRA) assesses how Generation Z's lifestyle moderates this relationship. The research findings are expected to provide insights for the batik industry in designing effective and sustainable marketing strategies, as well as maintaining batik's relevance among the younger generation without disregarding its inherent cultural values.