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All Journal Return : Study of Management, Economic and Bussines
Saputra, Havif Wahyu
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Economics, Econometrics & Finance

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E-WOM Orientation Strategy as a Catalytic Dimension in Enhancing Brand Equity of Craftonesia Saputra, Havif Wahyu; Fauzi, Irsal
Return : Study of Management, Economic and Bussines Vol. 4 No. 3 (2025): Return: Study of Management, Economic and Business
Publisher : PT. Publikasiku Academic Solution

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57096/return.v4i3.361

Abstract

This study aims to analyze the influence of Electronic Word of Mouth (E-WOM), digital marketing strategy, and innovation on the brand equity of Craftonesia, an MSME in Semarang that produces woven crafts from waste paper. The research method used is qualitative with a case study approach, which involves in-depth interviews and observation. The results showed that E-WOM plays a significant role in increasing brand awareness and consumer purchase intention. In addition, a digital marketing strategy that includes Search Engine Optimization (SEO) and Search Engine Marketing (SEM) helps Craftonesia reach a wider audience. The research also identified challenges facing Craftonesia, including limited human resources and digital marketing. The conclusion of this study is that a combination of E-WOM, consistent branding, and effective digital marketing strategies are key to Craftonesia's success in increasing brand equity. The implications of this study recommend Craftonesia to partner with micro-influencers and increase customer engagement through UserGenerated Content (UGC) and collaboration with local communities.
Co-Authors Irsal Fauzi