The sustainability of traditional cultural products relies on the capacity of producers to transform consumers' preferences into product design and marketing approaches. In the batik micro, small, and medium enterprises (MSME) context, Generation Z (Gen Z) is one of the key emerging market segments whose preferences depend not only on cultural meanings but also on symbolic value, aesthetics, usability, and relevance of the product. Despite the fact that the Theory of Planned Behaviour (TPB) is extensively applied in explaining purchase intention, only few researchers have attempted to apply this theory to help make product design and management decisions in heritage-based MSMEs. Thus, this study is intended to investigate the impact of symbolic value and aesthetic value on Gen Z’s purchase intention towards traditional batik using an extended TPB model. A quantitative research approach was chosen and 208 participants from Gen Z were surveyed in three cities, namely Yogyakarta, Palembang, and Makassar. Structural equation modelling (SEM) was applied to assess the relationships. The results reveal that symbolic value has significant positive effects on attitude (Estimate = 3.077, $p$ = 0.018), subjective norms (Estimate = 2.046, $p$ = 0.017), and perceived behavioural control (Estimate = 1.677, $p$ $<$ 0.001). On the other hand, aesthetic value don’t significantly affect subjective norms (Estimate = -1.348, $p$ = 0.104) and perceived behavioural control (Estimate = -0.994, $p$ = 0.011), but it have a significant negative effect on attitude (Estimate = -2.312, $p$ = 0.068). Attitude and behavioural control significantly influence purchase intention, whereas subjective norms do not. Purchase intention has a significant positive effect on behaviour. The model demonstrates explanatory power, with $R^2$ values of 0.72 for purchase intention and 0.70 for attitude. These findings contribute to engineering management by showing how SEM-based consumer insights as a decision-support can guide batik MSMEs in product design, product-line segmentation, pricing accessibility, and youth-oriented market adoption..