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All Journal Jurnal Manajemen Bisnis Jati: Jurnal Akuntansi Terapan Indonesia Inovator : Jurnal Manajemen JURNAL MANAJEMEN DAN BISNIS INDONESIA Jurnal Pengabdian Masyarakat IPTEKS BUDGETING : Journal of Business, Management and Accounting Ilomata International Journal of Management Dynamic Management Journal JIWAKERTA: Jurnal Ilmiah Wawasan Kuliah Kerja Nyata Jurnal Ekonomi dan Bisnis GROWTH (JEBG) Jurnal Comparative : Ekonomi Dan Bisnis Jurnal Mahasiswa Entrepreneur Jurnal Bisnis dan Manajemen West Science Manajemen : Jurnal Ekonomi Jurnal Manajemen Dayasaing Ektasi : Jurnal Ekonomi, Akutansi dan Organisasi
Wahyu Eko Setianingsih
Mahasiswa Magister Manajemen Universitas Jember
Religion Agriculture, Biological Sciences & Forestry Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Public Health Social Sciences Other

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Content Gap Analysis in Digital Marketing Communication Strategy of Jember Batik SMEs Examining Expectation and Reality Differences Izzuddin, Ahmad; Setianingsih, Wahyu Eko
Ilomata International Journal of Management Vol. 7 No. 2 (2026): April 2026
Publisher : Yayasan Sinergi Kawula Muda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61194/ijjm.v7i2.2238

Abstract

This study examines the content gap in the digital marketing communication strategies of batik SMEs in Jember by highlighting the discrepancy between consumer expectations and the perceived reality of digital content, as well as analyzing their influence on consumer engagement. The novelty of this research lies in the integration of expectation–reality gap analysis with a mixed-method approach that combines consumer survey data and qualitative insights from SME owners within a cultural industry context that has rarely been explored simultaneously. The study employs a mixed-method design using SEM-PLS analysis of 100 consumer respondents and in-depth interviews with three batik SME owners, where quantitative data were collected through a six-point Likert scale questionnaire and qualitative data were analyzed using thematic analysis to explain and strengthen the structural findings. The results indicate that both consumer expectations and perceived content reality significantly influence consumer engagement, with perceived content reality, particularly authenticity, emerging as the most dominant factor, while the structural model demonstrates strong explanatory and predictive power. Qualitative findings reveal that digital content practices remain largely reactive, characterized by limited planning, insufficient human resources, and a strong emphasis on product-oriented promotion, which contributes to the persistence of the content gap between audience expectations and delivered content. Therefore, this study concludes that aligning consumer expectations with authentic, structured, and culturally driven digital content is essential to enhance engagement, implying that batik SMEs must strengthen strategic content planning while maintaining authenticity to improve their digital competitiveness.
Co-Authors A Halim Abdillah, Yusuf Achmad Hasan Hafidzi Ahmad Izzuddin Ahmad Izzuddin Alizah, Aprilia Ulva Noer Amelia, Rita Andini, Intan Nur Anggraeni, Weni Nur Ardhiza, Anabella Rieska Ariyanto, Moh Noval Ariyanto, Moh. Noval Aspirandi, Rendy Mirwan Ayu, Nirendra Dyah Bayu Wijayantini, Bayu Budi Santoso Camelia, Camelia Dwi Budi Santoso Fadjriansyah, Agung Falina, Askia Salsabila Fardela, Yusfi Nila Fariha, Auva Novia Febrianti, Dina Deltalia Febrianto, Farid Feti Fatimah Firdaus, Dea Yuniar Hardiyanto, Deris Honi Dwi Haris Hermawan, Haris Ikfani, Firsa Zerlinda Azza Ira Puspita Dewi, Ira Puspita Islami, Riska Miftahul Izzudin, Ahmad Juwita, Nurma Intan Kurniasari, Rizki Sefya Maftahah, Riif Maharani, Puteri Devi Maheni Ika Sari Maulana, Kharisma Ivan Murtaliningtyas, Wenny Najib, M Alfin Natasha, Juwita Nur Nursaidah Nursaidah, Nursaidah Pratiwi, Nandika Gema Putri, Tika Yulia Sari Rahayu, Jekti Rahim, Shafirda Ramadhana, Ramadhana Reskiputri, Tatid Diansari Retno Endah Supeni Romadhon, Fathan Rosita, Rurry Eka Rusdiyanto Rusdiyanto, Rusdiyanto Sabela, Deva Verina Saidah, Nur Salsabilla, Zahratullidya Regita Sari, Serli Anggita Semowo, Seno Setyaningsih, Vike Dwi Suharto, Akhmad Sumowo, Seno Sumowo, Seno Tatit Diansari Reskiputri, Tatit Diansari Tyas, Wenny Murtalining Wati Cantika Putri, Ayuni Alda Yohanes Gunawan Wibowo Yonandra, Mita