WAHYU SAPUTRA, HAVIF (2025) STRATEGI ORIENTASI E-WOM SEBAGAI DIMENSI KATALISATOR DALAM MENINGKATKAN BRAND EQUITY CRAFTONESIA. S1 thesis, Universitas Ngudi Waluyo.
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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.
| Item Type: | Thesis (S1) | ||||||||
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| Keywords: | E-WOM, brand equity, MSMEs, digital marketing strategy, craftonesia,HAVIF WAHYU SAPUTRA NIM201211011 | ||||||||
| Subjects: | H Social Sciences > HF Commerce | ||||||||
| Divisions: | Fakultas UNW > S1 Bisnis Digital | ||||||||
| User Id: | UPT Perpustakaan UNW 2 | ||||||||
| Date Deposited: | 05 Jun 2026 01:54 | ||||||||
| Last Modified: | 05 Jun 2026 01:54 | ||||||||
| URI: | http://repository2.unw.ac.id/id/eprint/6015 |
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