| Consumer behavior is an direct action in obtain, consume and spend product and service include decision making that precede the act. Process of Product consumtion always be begins by the products purchasing. The product purchase is also be begins by products selection by consumer. Based on this relationship we can conclude that there is a relationship between consumer behavior and selection of products SMEs Batik Gajah Mada is a small company that produce writing batik, stamp batik and combination batik. Product of Batik SMEs Gajah Mada have an authentic and good of quality because the manufacturing process is doing directly by the craftsman or batik artist in Tulungagung, East Java. Product Variety in SMEs batik Gajah Mada encourage the selection of the product. The process of product selection can occur preceded by consumer behavior. Data processing research done using SEM PLS software that is a powerful method of analysis because it does not assume the data have a certain scale measurements and small sample size. Based on the processing of this data will be known the dominant factors that support the relationship of consumer behavior and product selection.This study aims to determine the relationship that exists between consumer behavior and product selection. From many factors that influence this relationship we can know the dominant factor influencing consumer behavior relationships and product selection, especially for product in SMEs Batik Gajah Mada. Understanding these factors may help SMEs Batik Gajah Mada to understand consumer behavior in choosing a product. |