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Abstract ABS-20

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) Corresponding Author: Indira Nuansa Ratri

Question from Dr. Indarto Indarto 2024.11.05 11:44:16 This research tests the direct relationship between digital content marketing and word of mouth on purchasing interest. It is necessary to explain the theoretical basis used in building this research model and what is the novelty of this research compared to previous research?

Reply from Ms. Indira Nuansa Ratri 2024.11.06 06:32:12 The novelty of the research focusing on Micro, Small, and Medium Enterprises (MSMEs) in Banyuwangi, specifically batik artisans, lies in the exploration of untapped potential and innovative strategies that could strengthen the local MSMEs sector and enhance its competitiveness. Banyuwangi, a district in East Java, has a rich cultural heritage, and one of its most notable local crafts is batik. While batik is widely recognized across Indonesia, the local Banyuwangi batik has its own distinctive style and patterns. However, the potential of local batik artisans and their integration into broader economic and cultural markets remains underexplored. This research aims to examine how Banyuwangi^s batik MSMEs can be empowered to increase their competitiveness, both locally and nationally.

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