E-WOM Orientation Strategy as a Catalytic Dimension in Enhancing Brand Equity of Craftonesia

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 User
Generated Content (UGC) and collaboration with local communities.