Digital Content Marketing and E-WoM on Customer Purchase Intention in Banyuwangi Batik SMEs

DOI

10.2991/978-2-38476-366-5_9How to use a DOI?

Keywords

Digital Content Marketing; Electronic Word of Mouth; Purchase Intention; Banyuwangi Batik SMEs

Abstract

The SME sector is one of the contributors to the economy in Banyuwangi Regency. The number of Batik SMEs in Banyuwangi currently reaches dozens, focusing on providing batik fabrics with Banyuwangi’s unique motifs as souvenirs or traditional attire. The development of social media, especially Instagram, has shaped customer habits of seeking information before making purchasing decisions. Through digital content marketing, Banyuwangi Batik SMEs can promote their products more broadly, supported by electronic word of mouth (E-WoM), which increases customer confidence in deciding to purchase a product or service offered. The author involved 429 customer and also prospective customers of Banyuwangi Batik SMEs as respondents. Data collected was analyzed using a quantitative approach through a survey with questionnaires as the primary research instrument. The analytical tool used to confirm the research results was Partial Least Squares (PLS). The study results show that digital content marketing and E-WoM (Electronic Word of Mouth) positively influence customer purchase intention. From the combined data of Banyuwangi Batik SME samples, it was found that well-liked marketing content on Instagram has the greatest impact on purchase intention, and people also seek recommendations from electronic word of mouth on Instagram to enhance purchase intention.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Indira Nuansa Ratri
AU  - Nadiya Fikriyatuz Zakiyah
AU  - Arum Andary Ratri
AU  - Nurul Alfiyah
PY  - 2025
DA  - 2025/02/28
TI  - Digital Content Marketing and E-WoM on Customer Purchase Intention in Banyuwangi Batik SMEs
BT  - Proceedings of the 1st International Conference on Social Environment Diversity (ICOSEND 2024)
PB  - Atlantis Press
SP  - 99
EP  - 109
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-366-5_9
DO  - 10.2991/978-2-38476-366-5_9
ID  - Ratri2025
ER  -