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Batik is a traditional Indonesian textile that have been recognised by UNESCO as the Oral and Intangible Heritage of Humanity since 2009. Research has been carried out on batik, but few have seen from the side of consumer behaviour related to the purchase of batik-based textiles or clothing. This study aims to examine the factors that influence the behaviour of consumers buying batik. For this reason, authors choose the store atmosphere, perceived authenticity, attitude towards purchasing, and purchase intention, as predictor variables. This research was conducted in Trusmi, as one of the batik industrial estates located in Cirebon, West Java Province. As of the significant role of Trusmi in shaping the image of the city of Cirebon, Trusmi has also been known as a traditional textile-based tourism destination. Participants are chosen conventionally, those who have bought batik products. Data were analysed using exploratory and confirmatory factor analysis, and structural equation model. The authors found that the store atmosphere had a significant effect on perceived authenticity and attitude. Furthermore, perceived authenticity and attitude significantly influenced purchase intention. Finally, purchase intention significantly affected the purchase behaviour.