Digital Content Marketing and E-WoM on Customer Purchase Intention in Banyuwangi Batik SMEs Indira Nuansa Ratri (a), Nadiya Fikriyatuz Zakiyah (b), Arum Andary Ratri (c), Nurul Alfiyah (d)
a) Digital Business, Banyuwangi State Polytechnic, JL. Raya Jember KM 13 Banyuwangi Jawa Timur
b) Management, Slamet Riyadi University, Jl. Sumpah Pemuda No.18 Kadipiro, Surakarta
c) Digital Business, Banyuwangi State Polytechnic, JL. Raya Jember KM 13 Banyuwangi Jawa Timur
d) Agribusiness, Banyuwangi State Polytechnic, JL. Raya Jember KM 13 Banyuwangi Jawa Timur
Abstract
The SMEs sector is one of the contributors to the economy in Banyuwangi Regency. The number of Batik SMEs in Banyuwangi Regency currently reaches dozens which focuses on providing batik fabrics with typical Banyuwangi motifs as souvenirs and traditional clothing. The development of social media, especially Instagram, now makes customers have a habit of getting information before making a purchase decision. Through digital content marketing, Banyuwangi Batik SMEs can introduce their products more widely which is also supported by the existence of electronic word of mouth (E-WoM) which makes customers more confident to decide to purchase a product or service offered. The author involved 450 prospective customers of Banyuwangi Batik SMEs as respondents. The data collected was analyzed using a quantitative approach through a survey with a questionnaire as the main research instrument. The analysis tool used to confirm the results of the study is using PLS (Partial Least Square). The results of the study show that digital content marketing and E-WoM (Electronic Word Of Mouth) have a positive effect on customer purchase intention. From all the combined data of the Banyuwangi Batik MSME sample that has been taken, it is found that marketing content on Instagram that is widely liked will support the greatest influence on purchase intention and people are also looking for recommendations from electronic word of mouth on Instagram to increase purchase intention.
Keywords: Digital Content Marketing, Electronic Word of Mouth, Purchase Intention, Banyuwangi Batik SMEs
