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

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.


Introduction
In the era of globalization and sustainable development, environmental sustainability has become a major consideration in various aspects of life, including in the textile industry [1].Natural dye batik is an increasingly popular product in Indonesia.This batik is made using natural dyes derived from plants, such as leaves, bark, or roots.The traditional process of batik making involves the use of synthetic dyes that can have a negative impact on the environment [1].Therefore, the use of natural dyes in the batik-making process is an attractive and ecologically responsible altern [2].So that batik using natural dyes is more preferred by consumers than using chemical dyes, especially foreign tourists [3].Therefore, research on the potential of natural dye products in Indonesia is an interesting issue to be researched because it has great potential to develop the natural dye industry in Indonesia [4].
This research was designed to explore the potential of natural dye batik as a contributor to achieving the Sustainable Development Goals (SDGs).Taking a marketing approach, the main objective of this research is to understand how people perceive natural dye batik and how this may influence their purchase intentions.Special focus is given to SDG goals such as "Industrial Innovation and Infrastructure" (SDG 9) [5] and "Responsible Consumption and Production" (SDG 12) [6], both of which are highly relevant to the production and consumption of natural dye batik.
In addition to these considerations, this research also takes into account the marketing strategies employed to maximize the market potential of natural dye batik.The marketing mix, a critical tool in any marketing strategy, is particularly significant in this context.By examining elements such as product, price, place, and promotion [7], we can gain deeper insights into how effectively natural dye batik is being marketed and how these strategies align with the SDGs.
Although there have been many marketing strategies used to market natural dye batik in Indonesia, it is important to test the effectiveness of these strategies empirically.By testing their effectiveness empirically, we can gain a deeper understanding of how those marketing strategies impact purchasing decisions.Studies on natural dye batik have been carried out several times with mixed focus and results [8]- [12].
Result study of [12] indicated that the utilization of environmentally friendly natural coloring materials in Batik Trusmi resulted in higher selling prices due to increased perceived quality, which was well-received by consumers.This contributed to the growth of the market for Batik Trusmi using natural coloring materials.One of the key factors supporting this market development was the growing consumer interest in environmentally friendly Batik Trusmi, which provided a solution to address the challenge of attracting workers to engage in batik production using natural coloring materials.In response, SMEs in the Batik Trusmi industry made efforts to educate workers about the advantages of using natural coloring materials, resulting in a rapid sale of batik products with such materials in the market.According to [8], consumer attitudes towards the environment strongly influence their purchasing behavior, with norms and willingness to pay being significant predictors of Sustainable Responsible Behavior (SRB).Similarly, in the apparel industry, [13] found that the optimal level of greenness for fashion products decreases as market competition intensifies.This suggests that higher market competition leads to a lower optimal greenness level.Additionally, an increase in consumer return rates was found to substantially reduce the optimal product greenness level.Expanding on the joint decisions regarding greenness and pricing, [10] discovered that in scenarios where both retailers charge higher retail prices, the overall optimal product greenness level across the channel is consistently higher compared to cases with lower retail prices.Moving on to factors impacting green customer satisfaction and loyalty in the fashion industry, [11] identified two key factors: green product quality and green product price.Examining buying decisions towards organic products specifically, [9] revealed that price, product quality, and promotional strategies significantly influenced respondents' buying decisions.Furthermore, they observed that nationalities played a moderating role between product and promotion effects on buying decisions; these effects were more pronounced among Malaysians compared to Chinese consumers.In summary, consumer attitudes towards sustainability play a crucial role in purchasing behavior within various industries such as fashion and organic products.Factors such as market competition levels, return rates, pricing strategies, and cultural influences have been shown to impact optimal levels of environmental friendliness or greenness for products.
This study aims to investigate the influence of the marketing mix on the purchase intention of natural dye batik in Indonesia.The findings of this research have potential implications for both theory and practice.On a theoretical level, it contributes to our understanding of how different aspects of the marketing mix impact consumer behavior in the context of environmentally friendly products.From a managerial perspective, this research can inform executives in the natural dye industry about effective strategies to boost purchase intentions, thereby promoting industry growth.By adopting green marketing strategies suggested by this research, businesses can offer healthier alternatives for consumers while also contributing positively to environmental sustainability.Moreover, this research aligns with and supports various Sustainable Development Goals (SDGs).By promoting responsible consumption and production practices (SDG 12), it encourages industrial innovation (SDG 9) within an ecofriendly framework.Thus, through its theoretical insights and practical recommendations, this study plays a part in pushing forward sustainable development agenda.

Research Method
Paradigm in this research focuses on positivism paradigm, using a quantitative approach to analyze specific populations and data collection, as well as explanatory research.This study used natural batik dye consumers as a sample source, using a purposive sampling method.The sample size was chosen based on the population parameters and the researcher's estimation precision.

Measurement Model Validation
The measurement model is evaluated using an evaluation consisting of convergent validity, discriminant validity, internal consistency, and reliability.Table 1 summarizes convergent validity, internal consistency, and reliability.Convergent validity has a loading factor value greater than the benchmark value of 0.70 (ranging between 0.712 and 0.910), AVE value greater than the benchmark value >0.5 (ranging between 0.655 and 0.809), composite reliability value greater than the benchmark value >0.6 (ranging between 0.887 and 0.927), Cronbach's alpha value greater than the benchmark value >0.7 (ranging between 0.839 and 0.886).In addition, discriminant validity is calculated to ensure that each concept of each latent variable is different from other variables.Several methods are used: Fornell-Larcker and Heterotrait -Monotrait Ratio (HTMT).The test results using Fornell-Larcker show that the square root of each construct's AVE is higher than the highest construct's correlation with other constructs in the model used.Furthermore, the test results using the HTMT criterion show that the ratio is lower than 0.850 and 0.900, and there is no value between the lower and upper levels of the confidence interval [15] .Each test result is shown in Tables 1, 2 and 3 below:  ).This study uses level of precision or limit of inaccuracy (α) 5%.The hypothesis is not significant when the value of t-statistic < the value of t-table (1.96) [15].Based on the data results, the statistical value of the path coefficient is shown on Table 4.  4, it is known that product has a positive and significant effect on intentions to buy with a parameter coefficient value of 0.355 and significant at α 5% with a p-value of 0.000.The calculated t value is greater than the t table (4.935>1.96)Similarly, price positively and significantly influences intentions to buy with a parameter coefficient value of 0.383 and significant at α 5% with a p-value of 0.000.The calculated t value is greater than the t table (6.895>1.96).Place does not has a positive and significant effect on intentions to buy with a parameter coefficient value of -0.087 and significant at α 5% with a p-value of 0.213.The calculated t value is smaller than the t table (1.247<1.96).Furthermore, promotions positively and significantly influence intentions to buy with a parameter coefficient value of 0.150 and significant at α 5% with a p-value of 0.033.The calculated t value is greater than the t table (2.136>1.96)[15].Thus, hypotheses 1,2 and 4 in this research are supported while hypotheses 3 in this research is rejected.Furthermore, the path diagram estimation results obtained from the bootstrapping method are shown in Figure 1.

Analysis of The Direct Effect: Product, Price, Place, Promotion and Intention to Buy
The research results shown on Table 4 that the Product variable (P1) influences Intention to Buy (IB).This is based on consumer perceptions of environmentally friendly marketing developments, one of which is products, customers can determine their willingness to buy based on cognitive, affective and behavioral models [16].This result also supported by [17] and also consistent with [18], [19] that product as one of marketing mix dimension had a significant impact on consumer willingness to buy.In addition, [20] said that functional and sustainable product IOP Publishing doi:10.1088/1755-1315/1324/1/0120826 features along with great product quality have a positive influence on consumers' intentions to buy.Contrarily, bad product attributes and poorer quality may cause a conflict between consumers' personal demands and feeling of social and environmental responsibility, which may worsen the discrepancy between attitude and actual purchasing behavior.
The Price (P2) also influence on Intention to Buy (IB).This is because price is the exchange rate for getting goods that match their quality.When purchasing products, all retailers will definitely compete to increase their sales.One of the things that determines whether people intend to make a purchase is price.Chou also prove that price had significant impact on consumer willingness [17].Previous research investigates a situation in which businesses compete with two channels of distribution and manage the volume of product information sent to customers who are unsure about their preferences [21].His study demonstrates that by carefully manipulating search prices, businesses may obtain more precise consumer segmentation.So apart from setting the right price, it is also necessary to determine market segmentation.
Based on Table 4, shown that the Place (P3) has no significant impact on Intention to Buy (IB).Products need to be available in the right place and time [22].When products are available to customers, it would result into higher purchase intention.Without the right place strategy, consumers cannot access the product.However, currently there are retail channel, online and offline.So, with a combination of retail channels as a place of purchase, purchasing decisions is easier.This research also supported by [23] that said customers do not care about location, business ambience, or store design because they want not encounter them when making purchases.
The Promotion (P4) has a significant impact on Intention to Buy (IB).Promotional approach to be effective, customers must be open to the message and capable of understanding it in a way that motivates them to make a purchase [24].This result also supported by [17].With the appropriate promotion plan, businesses might more effectively promote their goods and persuade potential customers to make purchases.

Conclusion
Based on this study examined the variable influence of marketing mix on the purchase intention of natural dye batik in Indonesia.Conclusions summarized to the development of the natural dye industry in Indonesia regarding market acceptance are the product influences intention to buy.Product attributes may cause a concern in consumers' personal demands and feeling of social and environmental responsibility.Second, price also has significant influence on intention to buy so businesses may obtain more precise consumer segmentation through the right price.Third, promotional approach has to be effective, because it can influence intention to buy of customers.Last, place has no significant impact on intention to buy, because sometimes customers do not care about location, business ambience, or store design because they want not encounter them when making purchases.
Hair et al. (2010) [14] recommend a sample size 150-400 for Maximum Likelihood Estimation (MLE) in statistical analysis.The study chose a 200 sample size to ensure a stable MLE solution.This research uses Partial Least Square Structural Equation Modeling (PLS-SEM) to analyze the relationship between latent variables and their indicators.PLS-SEM is used to validate and test hypothesis models, through classifying factors, predicting construct and also can determine direct relationships, moderation and mediation value.Parameter estimates obtained through PLS can be categorized into weight estimate, path estimate, and means and location of parameters.The model consists of two parts: the measurement model and the structural model.

Table 1 .
Measurement Model Analysis Summary Internal

Table 3 .
Heterotrait 3.2.1TheDirect Effect: Product, Price, Place, Promotion and Intention to BuyDecision making in the partial test is comparing the t-statistic value and t-table values (tstatistic value < t-table