ANTECEDENTS OF FUTURE MARKET ANTICIPATION: A BETTER UNDERSTANDING FROM THE FASHION INDUSTRY IN INDONESIA

Batik (local fashion in Indonesia) has become a national pride for Indonesia. UNESCO has declared batik as a world heritage. This article will analyze the antecedents of future anticipation which is believed to be very important for all entrepreneurs in the batik industry. The purpose of this article is to identify the effects of a model design, raw materials, human capital, competition, the ASEAN Economic Community (AEC), and the product price toward future market anticipation. In addition, this study is also conducted to find out the anticipation of future events done by batik entrepreneurs in creating customer value. The method used is a quantitative approach using structural equation modeling methods in order to understand the antecedents of future anticipation in SMEs for batik in Pekalongan, Solo, and Lasern. The results show that competition positively functions as the only antecedent for future anticipation. The managerial implications are also discussed in this article.