Shaping Purchase Intentions through Social Media Marketing Activities (SMMA) and Brand Attributes in Batik Products
Auryn Adiwinata, Dudi Anandya, Indarini, Ira Arianti

Management Department, Faculty of Business and Economics, University of Surabaya

Abstract

Batik is a handcrafted product and an intangible cultural heritage of Indonesia that has gained global recognition and is highly sought after internationally. Initially, batik was exclusively worn within the royal court as attire for kings and their families. Over time, however, batik began to be produced by the wider community and became popular as everyday clothing. With the advancement of technology, batik business owners need to consider suitable strategies to enhance consumers^ purchase intention. Many batik entrepreneurs utilize social media as a platform for marketing activities. This study aims to analyze the effectiveness of social media marketing activities related to batik products on consumer purchase intention through brand awareness, brand image, and brand equity. Data collected from 205 respondents revealed variables that influence consumer purchase intention using SEM (Structural Equation Modeling). The researcher processed the data using SPSS Statistics 27 and Amos Graphics. The results were analyzed using measurement models and structural models. This study provides insights into marketing strategies through social media.

Keywords: Social media marketing activities, brand awareness, brand image, consumer^s purchase intention

Topic: Marketing and Digital Marketing