FAKTOR YANG MEMPENGARUHI PRODUK BATIK TULIS SUSTAINABLE FASHION DALAM MENINGKATKAN KEUNGGULAN KOMPETITIF (Studi Pada Batik Ulur Wiji Mojokerto)

Ulur Wiji is an MSME that focuses on running an eco-friendly and sustainable hand-drawn batik fashion business. This research aims to examine cultural factors, women's empowerment and eco-friendliness as competitive advantages for sustainable fashion batik products in Ulur Wiji. The research subjects used were consumers who were loyal to Ulur Wiji handwritten batik. Data collection techniques obtained through interviews, observation and documentation. The data analysis methods used are data reduction, data presentation, and drawing or testing conclusions. The research results show that Ulur Wiji has a different mission compared to other competitors which prioritizes cultural values, women's empowerment and eco-friendliness. The application of these values has been proven to be able to increase the company's positive image in the eyes of consumers. By implementing these value aspects, Ulur Wiji can gain a competitive advantage in the midst of global competition. In the end, competitive advantages in terms of these values have an impact on increasing purchasing decisions and customer loyalty.