From Click to Purchase: Optimizing Digital Marketing to Increase Batik Purchases in Semarang
DOI:
https://doi.org/10.61132/iceat.v3i1.259Keywords:
Social Media Marketing, Content Marketing, Electronic Word of Mouth, Purchasing Decision, Batik, PLS-SEMAbstract
Purpose :This study aims to analyze the effects of Social Media Marketing, Content Marketing, and Electronic Word of Mouth (e-WOM) on batik purchasing decisions in Semarang City amid the rapid growth of digital technology and changing consumer behavior.
Method : A quantitative approach was employed using a survey method. Data were collected through questionnaires distributed to 100 batik consumers in Semarang City and analyzed using SEM-PLS.
Findings : The results indicate that Social Media Marketing has a positive and significant effect on purchasing decisions. Content Marketing also positively and significantly influences purchasing decisions by providing relevant and valuable information to consumers. In addition, e-WOM has a positive and significant effect on purchasing decisions, demonstrating that online reviews and recommendations increase consumer trust. Simultaneously, all three variables significantly affect batik purchasing decisions.
Practical Implications : Batik business owners should optimize social media engagement, create high-quality content, and encourage positive online reviews to enhance purchasing decisions and competitiveness.
Originality/Value : This study contributes to digital marketing literature by examining the combined effects of Social Media Marketing, Content Marketing, and e-WOM on batik purchasing decisions in Semarang City.
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