A Qualitative Exploration of Generative Batik Ornaments and Digital Branding Strategies Based on Consumer Behavior in the Creative Economy Era

Industry batik fashion today undergoing a comprehensive transformation because of the convergence of digital technology and shifts in consumer behavior within the Creative Economy Ecosystem. These dynamics demand that industry players move beyond merely preserving traditional cultural identity and begin orchestrating design innovation and marketing strategies that resonate with digital markets. This research focuses on a qualitative analysis of the utilization of a generative design approach in the visual engineering of batik ornaments, as well as formulating a conceptual model of branding strategies based on consumer data to increase competitiveness in modern fashion. Through a qualitative approach that emphasizes exploratory design analysis and digital consumer behavior research, data are deeply examined through literature studies, observation of visual trends on social media, and narrative evaluation of audience preferences. The research findings indicate that algorithmic generative design systems can broaden the spectrum of motif innovation flexibly through modifications in pattern structures, repetition, and color composition. Furthermore, a qualitative understanding of digital data provides sharper empathetic insights into consumer visual preferences, guiding the design process to become more adaptive. This research culminates in the formulation of a conceptual branding model that closely integrates design exploration, consumer insight analysis, and digital communication strategies, thereby holistically strengthening the legitimacy of batik as a competitive cultural commodity in the global fashion arena.